by Mike Judge

Placeholder Image

Greetings from Madison!

We’re excited to share with you some of this school year’s CBPM experiences and successes! Please take a few minutes and browse through our students’ articles on the CBPM trip to China , our Advisory Board meeting on corporate responsibility, the Alumni spotlight, and several other excellent blogs related to the University of Wisconsin CBPM MBA experience.     

We also ask that you please consider donating to the Brand Center, as part of thCBPM Alumni Give Back campaign we are kicking offSince its inception, the CBPM has not been funded as an endowment, but from major donors’ charitable cash gifts.We are extremely thankful for the generosity of these donorsThese gifts over the past sixteen years have supported the financial aid for over 25CBPM students, sponsored 11 International Experience trips, as well as funded all of the Applied Learning courses and board meetings since the start of the Center


Read the entire story »


by Ross Jacobson, Class of 2019.

Ross 150x225 

Visiting China as part of the Center for Brand and Product Management’s international trip was one of the most fulfilling experiences during my two years in the Wisconsin MBA program. Walking on top of the Great Wall and hiking to the top of a mountain overlooking Hong Kong were eye-opening. In addition, because of the continued growth and increasing disposable income for its middle class, China may be the most important international market for U.S. companies moving forward. Some insights we learned are unique to China, products of different historical trends, while others may soon make their way over to Western markets.


Read the entire story »


By Kaitlyn Wilchynski, Class of 2020

It really wasn’t that bad; the waiting to jump into the frozen water in Lake Monona was the worst part.  Fortunately for me, many of my classmates were taking part in the Polar Plunge as well so I was not alone in my last-minute doubts.  This year, the Wisconsin MBA program surpassed our goal of $10,000 and raised over $13,000 for Special Olympics Wisconsin – third in the state.  I am not sure if other MBA programs participate in similar spectacles, but the Wisconsin MBA community cooperating to raise money for charity is very fitting. 

Read the entire story »





by Patrick Lueck, Class of 2019.

Patrick Lueck 150x225The Need for Purpose, Accountability, and Transparency:

The way that brands interact with consumers and global culture is changing. The era where brands could exist outside the realm of social and political discourse is coming to an end as consumers want every purchase to be a reflection of their beliefs. Consumers want to buy brands that reflect their sense of self, and brands around the world are thinking about how to navigate the landscape of Millennial and Gen Z consumers. While this paradigm shift presents an opportunity for differentiation, it also requires business leaders to understand the responsibility they have as influencers of culture. 


Read the entire story »


by Jean Wang, Class of 2019.

Jean Wang 150x225During Spring Break last month, I joined my fellow MBA Badgers in a trip to Seattle, Washington. The purpose of the trip is to explore various companies and to connect with the Badger alumni in Seattle. In four days, we visited five companies, including Expedia, Zillow, Microsoft, Amazon and Starbucks. We had a lot of learning, bonding and fun. Here are my three key takeaways from the trip:


Read the entire story »

by Lindsay Berger, Class of 2019.

I almost didn’t get my MBA. I didn’t know it was an option for me—no one in my family, friend group, or work groups had ever gotten an MBA. No one even discussed an MBA. In my circles, people who went back to school got their PhDs or PsyDs or MDs or JDs. All Ds. But an MBA? That was a thing that men who love to discuss the stock market got. Or at least that was my perception, and it’s why I had never considered an MBA.


Read the entire story »


by Andrew Eggum, Class of 2019.

After almost two years of studying, interviewing and building a terrific network of recruiters and great friends in Madison at the Center for Brand and Product Management at the Wisconsin School of business, I will soon start my post-MBA career at Ecolab as an Assistant Marketing Manager. I am extremely grateful to be returning to my hometown of Saint Paul, Minnesota, where Ecolab global headquarters resides, as well as to several elements of the program that made chasing my professional dreams possible.



Read the entire story »



by Aggie Howland, Class of 2019.

Congratulations on your new role at The Avedis Zildjian Company. Can you tell us about why you chose to pivot, and your new responsibilities?

It came down to being at a crossroads in my career and following my dream of working in an industry I am so passionate about. It was a difficult decision to go out on a limb after 4 years at Kimberly Clark – such an amazing company to work for – but it paid off. 


Continue Reading >>



Save the Date: Fall 2019 we will be hosting our biennial Expanded Advisory Board Meeting & Alumni Reunion!

Save the Date: October 11-12, 2019 

It's Homecoming Weekend! We'll be partnering with the WSB Alumni Relations team to give you access to football tickets, the Homecoming Bash on top of time to connect with other CBPM alumni, Advisory Board members & current students. 

Keep an eye out for our official Save the Date with further details. 


Donate: Please consider the Center for Brand and Product Management and the Wisconsin School of Business in your giving expenditures. Your gift to the Center for Brand & Product Management Fund will immediately impact all that the Center does, including student scholarship, leadership training, international education and other opportunities for our students. We'd also be honored to have you include the Wisconsin School of Business Fund if you're looking for a gift that is not Center-specific.


Alumni Referral Program: If you know of anyone who would be a good fit for the CBPM or the WSB MBA Program send them our way! 


Get Involved: If you'd like to get involved through donating your time please feel free to reach out Sarah Kervin ( or Mike Judge ( We're always looking for alumni to do mock interviews, to be a mentor, or be involved in many other ways.