Alex Robinson – Alex Robinson

About the Author

Master's Candidate at VCU Brandcenter | Creative Brand Management | Graduating May 2018

Fossil

In my brand experiences course we were tasked with revitalizing a fading retail brand. Our brand was Fossil.

Danone had recently acquired a 40% stake in Michel et Augustin (innovative and successful French food brand with limited distribution in the US of 5 cookie products). Danone came to me looking for recommendations on how to grow the brand in the United States.

Idea Shelf

By Alex Robinson | Spec Work

A compilation of my favorite side-projects, one-offs, and other wild ideas. (Speculative & In Implementation Projects)

Crowne Plaza Rebrand

By Alex Robinson | Spec Work

Hotels typically provide rewards and services to business travelers on a points-per-stay basis. As a result, most millennial business travelers (MBTs) don’t reap rewards of their hard work, and if they do it won’t be until they’ve completed 10 to 15 stays. Teasing these gated benefits creates a false perception of value. We’re going to change this by giving power back to the traveler.

Smart Home

By Alex Robinson | Live Client

Lowe’s tasked us with helping them become an authority on Smart Home products.

Creating Brand Preference In Commodity Category

By Alex Robinson | Live Client

When competition was threatening to take our slot in Costco with a lower priced product, we were challenged to respond quickly.

Verbal Branding

By Alex Robinson | Live Client

We made recommendations to Capital One on what to name their new internal computer software system. Their team decided to move forward with my team’s name recommendation.

Revolutionizing The Tape Dispenser

By Alex Robinson | Spec Work

In my brand design for brand managers course we were tasked with demonstrating how different audience segments call for different design approaches. This specific assignment was a functional design challenge, having us design a tape dispenser tailored to the specific needs of Etsy Sellers.

Bio

By Alex Robinson | About Me

My journey to brand management starts with my family’s long-standing tradition of flour milling. For over 400 years, my family has milled flour.

All Posts by Alex Robinson

About the Author