Creating a positive image for a product or service is a key to success in business. Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. In his long career, he has consulted with some major brands including Nike, Ford, and Proctor and Gamble. Kevin?s latest project is assisting the Australian rock band, The Church, as they prepare the release their latest album.