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Larry Light is CEO of Arcature, LLC, a leading global brand consultancy. He was Global CMO for McDonald’s during the crucial years of its marketing turnaround. Working with organizations ranging from Nissan and 3M to IBM, he has developed breakthrough principles, concepts, techniques, and processes for nurturing, managing, and building enduring, highly profitable brands. Light previously served as Executive VP at BBDO; Chairman/CEO of the international division of Bates Worldwide; and on Bates’ Board of Directors. Joan Kiddon is president, COO of Arcature, LLC. She consulted on McDonald’s key strategic projects during its brand turnaround, and served as BBDO/West’s Director of Market Research. Brian D. Till, Associate Professor and Department Chair of Marketing at Saint Louis University, teaches marketing strategy and advertising management, and researches brand equity, celebrity endorsements, and advertising creativity. Donna D. Heckler is VP of Marketing and Branding for Monsanto. Ryan Mathews, founder and CEO of Black Monk Consulting, is a globally recognized futurist, speaker, strategist, storyteller, author, consultant, and pioneer in the field of corporate cultural ecology. Watts Wacker, lecturer, best-selling author, political commentator, and social critic, served as futurist at SRI International, and spent ten years as resident futurist at the preeminent social research organization, Yankelovich Partners. He now directs FirstMatter LLC. The Financial Times named him “one of the 50 most influential business thinkers in the world.”