Researcher & Presenter
To cap off my internship, I was asked to (1) explore the state of the modern brand, (2) select a brand that needed to modernize and (3) outline opportunities that brand could explore to help it modernize. I chose Aéropostale first because it was a market leader that lost its footing. Secondly, I hypothesized that its issue had almost nothing to do with its products and everything to do with its brand perception.
A five signs presentation is Barkley's method of organizing and synthesizing information gathered in the initial immersion process. Information is filed into five categories: brand, consumer, experience, market and culture.