BitTorrent is one of the most used technologies of the Digital Age and serves as the backbone of massive companies like Facebook, Twitter and Amazon. However, as a brand BitTorrent was just as widely misunderstood, overlooked and actively vilified, with most unjustly associating the name with piracy. Low perception was having a massive impact on BitTorrent’s ability to do business and grow as a company. Something radical had to be done. In 2012, all that began to change with the formation of an internal brand marketing agency. This is the work we did.