TIM HALLORAN is president of Brand Illumination. He has built, directed, and consulted with some of the world's largest brands, at top companies including Coca-Cola, Home Depot, Kraft Foods, Procter & Gamble, Delta Airlines, glacéau (vitaminwater and smartwater), Georgia Pacifi c, the NBA, and Turner Broadcasting System. His successes include the national launch of Powerade sports drink and its sponsorship of the Olympics, codevelopment of Dasani bottled water, and the development of Coke's fi rst Internet marketing initiative. He was awarded Innovator of the Year by Coca-Cola and named Max Award Finalist for Innovation by Georgia State University. He has taught at Emory University and Mercer University, and he lives in Atlanta with his wife and three children.