I help sick brands and businesses get healthy again. I do this by helping them identity and abandon the unhealthy habits that are harming their businesses. I diagnose first. Then, I help them identify and adopt healthy habits that will lead to sustained revenue increases and higher profitability. I prescribe and treat next.My therapy programs are based on three credos: 1. Positioning is everything: Marketing's greatest achievement is for a brand to compete in a category of one. I build brand frameworks that serve as operating systems to achieve and maintain competitive differentiation, and foster deep brand attachment.2. Customer advocacy over customer acquisition: Many marketers practice consumer entertainment, and are addicted to advertising to acquire customers. Shifting focus to consumer engagement forges brand attachment that leads to irrational customer loyalty and advocacy, reducing dependencies on advertising and increasing profits. 3. Long term over short term: Overemphasis on tactics that drive short-term results are addictive and ultimately lethal, if left unchecked. I replace bad KPI with new success metrics that that are the true indicators of a healthy brand and business. Over my 22-year career, I’ve worked with cult brands like Harley-Davidson and Zappos, down to grassroots not-for-profits and tech startups. I'm a founding member of Cult Collective, North America’s first audience engagement agency, and in 2013, I helped found The Gathering, an annual summit of the world’s most successful brands and their leaders. My thought leadership has been used in university curriculum, and I'm the co-author of the Amazon 5-star rated book Fix: Break the Addictions That Are Killing Brands.