The Brand Plan dissects brand messaging and its effect on consumer preferences. Topics run the gamut from TV networks and sports to restaurant companies and politicians. The point is to analyze marketing successes and failures and in turn learn the trickle-down effects of executive decisions on the consumer.

Sonya Chudgar writes the Brand Plan. She is a graduate journalism student at New York University specializing in business and economic reporting.

She graduated from the University of North Carolina at Chapel Hill in Dec. 2011 and was formerly editorial intern at QSR and Rmgt magazines.

Follow her on Twitter: @ElleSonya.



A highlight of her pieces:

  • The 75-Year Roller Coaster, QSR magazine cover story, September 2012:
    Experts say a brand must evolve with society, the marketplace, and consumers. So how has Krispy Kreme survived for 75 years by doing the exact opposite?
  • The Rise, Fall, and Rise of SbarroQSR online exclusive, July 2012:
    Sbarro charges back from Chapter 11 bankruptcy with rebranding, a new pizza recipe, and a gutsy new CEO.
  • Where McCormick & Schmick’s Went WrongRmgt magazine online, January 2012:
    McCormick & Schmick’s was bought by Landry’s, Inc. on Jan. 3, 2012. The move signifies an end—and a new beginning—to the brand that touted its old-fashioned ways and hung onto them until they killed it.
  • The Big Risks—And Big Rewards—of Sports MarketingQSR magazine feature story, March 2011:
    Statisticians aren’t sitting cross-legged in labs, running complex algorithms on Papa John’s Super Bowl sales. A supercomputer isn’t littering the floor of a scientist’s basement, crunching cross-promotions of the FIFA World Cup. And Harry Potter has yet to cast an ROI-analysis spell.
    Sports marketing is a tricky beast, predominantly because brands have no method of quantifying their return on investment, or their success rate at compelling consumers’ cravings.
  • Ranting and Raving, The Chapel-Hill Herald feature, November 2010:
    Can white boy Brian Heim make it as a rapper in the real world?

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