Time to step away from the eager look and feel of a challenger, and step up to the podium with the calmness and gravitas that befits a true leader: time to switch from push marketing to pull; to be magnetic not intrusive; to entice not persuade. This insight informed a complete overhaul of the branding. It led to a more premium, confident, and subtly refined visual identity; the focus on rational tech shifting to emotional benefit. It created a more intelligent, compelling, and assured way of speaking. Customer voices taking hold of the headlines, advocates drawing you to the advantages not just marketeers pointing you to the features. The result? Engagement, penetration, and uptake have soared – helped, in no small measure, by the quality of the communications being reinforced by the quality of the product.