Louisville, KY, USA
Project Goal
Conduct a deep analysis of celebrity-backed brands, both successful and unsuccessful, from the last ten years to inform future marketing strategies for Spirits, and Brown-Forman at large

Faculty Advisors
Harvey C. Fruehauf Professor of Business Administration
Professor of Strategy
Co-Director of ICOS
Jim conducts research in the areas of strategic management and organizational theory, with a focus on social and psychological processes in corporate...
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Adjunct Assistant Professor of Marketing
Professor Metzger serves as Visiting Professor on the faculty of the School of Business at the University of Michigan in the Department of Marketing...
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