Barnes and Noble
Students competed in a ‘Battle of the Brands’ contest where each team chose a struggling brand in decline and provided strategic communication recommendations. My team won first place in the ‘Battle of the Brands’ competition which, was judged by a wide range of industry professionals specializing in business, advertising, and brand strategy. Throughout this project, our concept changed three times each one defined by three key insights, where I aided in research, consumer interviews, strategy, and presentation filming. Depicted in the team’s oral presentation video, the viewer can take a deep dive into America’s number one bookstore.
My Role
Brand Strategy | Consumer Research | Client Pitch
In a nutshell:
The Ask: To chose a struggling brand in decline and provided strategic brand communication recommendations.
The Problem: Barnes & Noble’s sales can’t keep up with operating costs, and despite their claim of being a community space, consumers view the store as outdated, uninviting, and sterile.
The Challenge: Reveal Barnes & Noble’s newest chapter
The Strategy: Experience the world of discovery.
Credits:
Emily Fritz, Martin Pohlmann, Ben Barnett