Customer Research and Brand Management
A tenured professor of Marketing, Brad has spent over two decades partnering with a variety of organizations including Fortune 500 companies as well as entrepreneurial start-ups and non-profits. Brad has proven skillsets in customer behavior, research, and branding.
Brad has published research in a variety of leading marketing academic and practitioner journals. He has published over 30 case studies focused on managing brand positioning and brand value. Brad serves as a co-editor for an ongoing journal in business case studies.
Brad holds a Ph.D. and an MBA from the University of South Carolina and a BS from Clemson University. He resides in Columbia, S.C.