University of Rhode Island

My name is Taylor Goldstein and I am a rising Sophomore studying Finance. This summer I had the opportunity to study abroad at the London School of Economics for three weeks. I completed a Brand Strategy course which covered the fundamental principles and practical applications of brand strategy, including brand positioning, consumer behavior, brand equity, and portfolio management. 
 

During the course, each week I had the unique opportunity to engage with several keynote speakers who brought the theoretical concepts to life through their real-world expertise. Marcelo Ferrarini from LEGO offered valuable insights into brand storytelling, while Tracey Neis from PepsiCo shared strategies for global brand management.Ed Trotter of Massive Music highlighted the power of sensory branding by sharing his experience creating the iconic Tiktok sound that millions of users hear everyday when opening the app. Georgina Savva from Tony’s Chocolonely provided a compelling example of how a brand’s ethical stance–specifically their fight against child labor–is communicated through bold, tangible actions like the uneven chocolate pieces in the bars. Finally, Richard Mosely, an author focused on employer branding, illuminated the critical role branding plays in attracting and retaining top talent for the designated needs of the company. All of the insights from each successful strategist enriched my understanding of brand strategy by connecting classroom theory with practical applications across various industries. 

My course also included a group project where we selected UK-specific brands to analyze. My team focused on Barbour, conducting a deep dive into the brand and applying strategic models and frameworks from the course. We presented insights and recommendations tailored to Barbour’s positioning and growth opportunities, which allowed us to step into the role of brand strategists and apply theory to real-world practice.
 

The LSE Summer School also offered students the chance to explore beyond London on the weekends. Over two weekends, I traveled to Canterbury, Cambridge, and Windsor, each providing a unique cultural and historical perspective. In Canterbury, I visited the Canterbury Cathedral, the oldest in England, and enjoyed a punting tour along the river. In Cambridge, I toured several historic colleges and saw the iconic Isaac Newton’s apple tree, a symbol of discovery and innovation. Finally, in Windsor, I visited the royal Windsor Castle, walked the famous Long Walk, and immersed myself in the rich royal history that defines the town. These trips were great opportunities to explore new places, experience different parts of the UK, and enjoy traveling during my time abroad.
 

Going to this program was a great opportunity to study abroad as a collegiate athlete. URI has so many dedicated staff members who connect students with meaningful summer opportunities like this one. The university has provided me with a supportive environment that encourages me to explore beyond the classroom and apply my knowledge and skills in real-world settings. I am especially grateful that the Rhody lacrosse coaching staff supports and encourages new experiences, allowing me to grow as both an athlete and a student, and preparing me for life beyond the classroom.

 

Check out Taylor's gallery below!