In 2025, I applied and was accepted to VCU Brandcenter. Through their 60-week program, I'll be working towards a master's in business and brand strategy.
Little Debbies - case study
Question: What does modern indulgence look like?
Insights:
Indulgence is a coping mechanism
People desire full-fat indulgence
Nostalgia is the shortcut to indulgence
Strategy: Little Debbies makes indulgence easy, no justification required.
Role: gathered qualitative data, conducted a focus group on snacking habits and fan favorites. and constructed a corresponding survey to support the strategy.
Outdoor Voices - Brand extension
Objective: Build and launch Outdoor Voices' new outdoor accessories extension.
Problem: Negative discourse about the brand is spreading, stopping people from buying.
Insight: Urban granola girls fill their time with things they feel like they have to do to be their best selves, not with things they actually enjoy.
Strategy: Outdoor Voices believes your best self is your happy/real self.
Role: Brand research, social listening, and creative brief construction.