The roles that brands play in all of our lives is absolutely fascinating. Used as everything from external badges, to internal rewards and as general signposts for a category, brands impact millions of decisions - and the flow of billions of dollars everyday. I feel very lucky to be able to help companies and consumers piece together a better picture of this puzzle, alongside some of the smartest colleagues and clients in the business.
Recently I’ve been helping a global beer brand see how their target thinks and acts based on the city in which they live, utilizing digital methodologies to prioritize spirit product ideas based on the feedback of thousands of international consumers, and leveraging market trends to fill a product pipeline for a national beverage company.
When not at the office, or traveling for work, I try to get out and enjoy the thriving Chicago food scene or if I have the time, sneak off to explore a new part of world.