Kate Newlin, author of Passion Brands, charts the success and failures of some of the biggest names out there.

Now the principle owner of Kate Newlin Consulting, Newlin has consulted with scores of large and small companies, including Procter & Gamble, Kraft, Nabisco, Waldenbooks, Title 9 Sports, Specialized Mountain Bikes, Johnson & Johnson, WeightWatchers, and Godiva Chocolatier.