SAM HILL is the cofounder of the Helios Consulting Group, which helps top management solve complex strategic problems. He was previously a partner and Chief Marketing Officer at Booz Allen Hamilton and Vice Chairman of DMB&B, a top-twenty global advertising agency. His writing has appeared in such publications as the Harvard Business Review, Strategy & Business, Fortune, Ad Age, The Wall Street Journal, and the Financial Times. He is also the coauthor of Radical Marketing and The Infinite Asset: Managing Brands to Build New Value.