Acknowledgments

We would like to express our thanks to Jennifer Simon at Pearson Education for her support and strategic guidance with this book. Also, thanks to Russ Hall, whose editing suggestions and counsel sharpened both our ideas and our writing. We also appreciate the early counsel of Scottie Priesmeyer on the rewards and challenges of writing and publishing.

We extend our sincere appreciation to our colleagues who we have worked closely with, and studied from, at great companies and universities. Interactions with the wonderful people at organizations such as Campbell-Mithun, DePauw University, Energizer Battery, Indiana University, Monsanto, Prophet, Ralston Purina, University of South Carolina, and the University of Texas at Austin have shaped and influenced our thinking over the years. Specifically, we'd like to acknowledge the following individuals who have been particularly rewarding to work with and have engaged us in great conversations about marketing strategy and branding: Dr. David Aaker, Dr. Dan Baack, Steve Burkhardt, Bob Graham, Mark Halton, Tom Hayden, Dr. Tom Hustad, Jay Millike....