A more analytical approach, and foundation, to building the TreadWright brand not only on what it means to current customers and employees but can or should mean.  I would like the management team to see that marketing can and should be very structured and analytical and how a general vision for the Company can be realized through setting very specific goals, each of which has both a strategy and execution.  I would also like the session to be an active exchange of ideas and an opportunity to question basic assumptions about the brand and think more creatively about it from differing perspectives. Lastly, I would like the team to leave with not only a better sense of how to think about the TreadWright brand as it relates to both short-term and longer-term marketing execution but specific next steps to begin immediately.