ABOUT THE AUTHOR Laurence Vincent (www.laurencevincent.com) has developed strategies for some of the world's most beloved brands, including Coca-Cola, Four Seasons Hotels, MasterCard, Microsoft, the National Football League, Sony PlayStation, Southwest Airlines, The Home Depot, and vitaminwater. He is the head of The Brand Studio at United Talent Agency, where he advises celebrity clients and corporations on brand strategy and implementation. Prior to joining UTA, Laurence headed up strategy teams at several leading brand and marketing agencies, including Siegel+Gale, Octagon Worldwide, and Cabana Group. He began his career at The Walt Disney Company, where he led corporate strategy projects that leveraged Disney's brand equity to create innovative brand partnerships with companies such as AT&T, American Express, Coca-Cola, and Kodak. His first book, Legendary Brands, was published in 2001 and established