RICHARD COSTELLO is manager of corporate marketing communications for General Electric, with oversight for all of the company's communications to customers and consumers. He is currently focused on development of a licensing strategy for the GE brand, various branding issues related to the Internet and e-commerce, as well as keeping GE's advertising fresh and exciting here and around the globe. Prior to joining GE, he was a Vice President at McCann Erickson Inc. in New York.

ERIC LEININGER is senior vice president, marketing services, for Kraft Foods North America, responsible for directing Kraft's 500-person marketing services organization, including advertising, marketing and promotions for more than 100 major food brands. Prior to Kraft, he was vice president of information systems at Nielsen Marketing Research and Research Director for Quaker Oats Company.

RANDY QUINN is senior vice president of brand development for Unilever Home & Personal Care in North America, where he has responsibility for marketing and product development. He joined Unilever in 1995 as marketing director for Unilever's personal wash business and later became vice president and general manager of Unilever's personal wash and skin business. Previously, he held senior marketing positions at the Dial Corporation and Procter & Gamble.

MICHAEL J. KEYES is senior vice president, director of marketing for Brown-Forman Spirits America, where he directs and oversees all marketing activities within Brown-Forman Spirits America. He has held a variety of positions at the company since 1991, including vice president and brand director for Jack Daniel's. Previously, he was category manager for Scotch Whisky brands at Hiram Walker/Allied Lyons, and held sales and marketing positions with Stroh Brewery Company.

LEX DE ROOI is vice president of marketing communications with Philips Domestic Appliances and Personal Care. Previously, he was corporate director of communications for Philips Medical Systems International; radio and television entertainment manager for AVRO, a Dutch broadcasting company; general manager of Bridge Sponsored Media, an agency; creative director of agency Schothorst & Partners; and managing director of Eduard Box Group, also an agency.

LAURA TELLER is a former vice president of strategic communications for Discovery Consumer Products, where she managed a broad porfolio of business units and initiatives involving licensing, educational materials, and strategic alliances. She is currently president of Teller Group Consulting, a marketing strategy firm. She holds an MBA from Harvard Business School, and a BA from Yale University. She is also the co-author of Small Business, Big Savings (1995, HarperReference).