Bill Leider has worked for over 35 years as a strategic consultant to organizations - from Fortune 500's to entrepreneurial startups - and everything in between. His experience has embraced dozens of industries. In the course of his work he has helped companies define and hone their brands as an integral part of the entire organization's focus, and has assisted in implementing the cultural shifts needed to transform organizations. Along the way, he has also served as the CEO of several companies, both publicly traded and privately owned. It is through that body of work that he developed and honed his holistic views of what a brand truly is, how organizations can benefit by adopting that concept, and how to formulate and execute practical strategies and shape cultures to make those benefits a reality.