Gary’s consulting role for synagogue Temple Jeremiah (TJ) started with becoming a board member. Early on, the board discussed the challenges of declining membership across all synagogues. Gary knew that better branding would help TJ but had to educate the board about branding. He explained the benefits of strong branding, through lots of his own success stories. He then used his powers of persuasion to assemble an experienced all-volunteer marketing team. Starting with the hierarchy of needs met by TJ, Gary led the team to draft positioning concepts. He then ran focus groups with temple members to elicit their emotional response to the positioning options. Gary synthesized the winning concept, feeling connected, during the groups by combining a test concept with member feedback. Every step of the rebrand, Gary’s leadership ensured the team achieved its goal. Temple Jeremiah’s new branding is credited with changing how temple leadership and members think about their connection to the synagogue. Gary’s role in the rebranding has led to speaking engagements inside and outside the Jewish community and becoming an executive board member of TJ.