Global Marketer Melissa Choi on Structuring Innovation With Think Bigger
Melissa Choi is a global brand strategist with a passion for building luxury and prestige brands that resonate. In this interview, she shares how strategy and creativity drive meaningful brand impact.
Melissa Choi is a seasoned global brand strategist with deep experience in launching and scaling luxury and prestige brands. With a multicultural perspective and strong expertise in market analysis, consumer insights, brand valuation, and global brand strategy, she brings a sharp, results-oriented approach to brand building.
Her career spans leading research agencies and brand consultancies, giving her a holistic understanding of what makes brands resonate worldwide. She has successfully led product development, global brand launches, and go-to-market strategies across diverse international markets.
Melissa is passionate about building brands that connect emotionally and deliver lasting impact. Her focus is on developing strategies that are culturally relevant and commercially successful, especially in the fast-evolving world of prestige and luxury consumer goods.
In this interview, we spoke with Think Bigger program participant Melissa Choi to learn how she’s leveraging these strategies to create meaningful, market-driven change.
What motivated you to enroll in the Think Bigger program?
As a global marketer, one of the biggest challenges I face is generating innovative ideas that are not only creative but also strategically relevant and result-driven. This challenge led me to enroll in the ‘Think Bigger’ program, as I was eager to learn how to develop bold, innovative ideas that can be implemented in a larger strategy and can effectively solve critical business problems.
Were there any elements of the program that particularly impressed you?
Every aspect of this program was impressive, but what stood out the most was the strategic framework, six-step methodology, and the insight that big ideas begin with a deep understanding and clear definition of the problem. In business, challenges arise daily, but it was eye-opening to realize how difficult it can be to identify the true problem you are trying to solve, the sub-problems, and what to prioritize.
Professor Sheena Iyengar and Professor Bill Duggan provided invaluable practical examples from their experiences with various corporations, which was helpful in relating the methodology to a real business environment.
I also appreciated the collaborative environment where the cohorts coming from different industries and countries, exchanged their critical business problems and helped each other to come up with creative solutions.
What was your biggest takeaway from learning the six-step Think Bigger methodology?
The biggest takeaway is that innovation starts by defining a problem, selectively combining existing ideas from various fields, and making strategic choices. The ‘six-step methodology’ is a powerful framework and tool that can be applied in any business functions and industries to solve different business challenges.
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$10,250
Think Bigger: Start Choosing Innovative Solutions
4 CIBE Credits
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