Overview
What this challenge is about.
You’ll audit a legacy fashion retailer, redefine its brand identity, and propose a campaign to attract younger shoppers—earning a verifiable certificate.
The scenario
Classic Threads operates 200 stores in the US and has $500M annual revenue. They are known for classic, durable clothing but have minimal online presence and no social media strategy.
The Brief
What you'll do, and what you'll demonstrate.
How can Classic Threads reposition its brand to appeal to younger demographics while preserving its heritage?
Earning criteria — what you'll demonstrate
- Conduct a comprehensive brand audit using Keller's Brand Equity model
- Apply brand repositioning frameworks (Kapferer's Brand Identity Prism)
- Design a multi-channel marketing campaign targeting multiple segments
- Develop metrics to measure brand health and campaign effectiveness
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Marketing Strategy
Master · Marketing
Strong alignment
This challenge maps to Marketing Strategy at the Master level. It sharpens the same practical skills your coursework expects — but in a real industry context with actual constraints and deliverables.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Brand Audit
Apply brand audit to solve real industry problems and demonstrate production-level capability.
- Consumer Insights
Apply consumer insights to solve real industry problems and demonstrate production-level capability.
- Brand Positioning
Apply brand positioning to solve real industry problems and demonstrate production-level capability.
- Marketing Campaign
Apply marketing campaign to solve real industry problems and demonstrate production-level capability.
- Omnichannel Strategy
Apply omnichannel strategy to solve real industry problems and demonstrate production-level capability.
Careers
Career paths this challenge builds toward
Completing this challenge demonstrates skills that transfer directly to these roles: