How has focusing more on emotion influenced your marketing?
When we started two and a half years ago, if I was to summarize the state of our brand, [it] would be described as very rational, but not with a lot of emotional connection and affinity. The brand would be described as great performance, reliability, great value for money. Not a lot of love. Not a lot of, 'This is my favorite brand.' So over the last two and a half years, and through the 'Keep Reinventing' platform, we focused on building stronger emotional connection and affinity for our brand. So when you take a look at the work that print has been doing in products like Sprocket, the work that we're doing in commercial in terms of personal systems, the work that we're doing in graphics, the work that we're doing in 3-D -- it all has a very strong rational foundation. But it is expressed in ways so that we can build that emotional connection with our customers.