In communicating the new brand image, we avoided the genre’s usual photomontage of helicopters and pilots in Ray Bans. Instead, we used dramatic visual images of the most amazing places on earth to surprise and seduce readers – and demonstrate the ‘freedom’ of helicopters. This resulted in a resounding success, strong brand differentiation, deep pride in staff, and strong growth in market valuation. But would you expect anything less from a company that ‘moves heaven and earth?’