Chasing Purpose: How My European Adventure Fueled My Ambitions
Marathon training taught me that progress rarely comes in leaps, but mile by mile, week by week. Studying abroad taught me the same thing.
For six straight weeks, I was constantly pushing myself, physically, mentally, and professionally to fully immerse myself into the new journey I had just embarked on. Everyday, I got a little better at navigating, problem-solving, but most importantly, exploring this revitalized version of myself. Europe didn’t just show me the world, it redefined how I want to show up in it.
My name is Maren Rapp. I am currently studying Marketing and working to obtain my professional selling certificate. When choosing KU, I learned the School of Business had an International Dimension Requirement. There were several ways to meet this, one of which was to obtain six credit hours anywhere in the world through a study abroad program. Before I stepped foot on campus, this was on my radar. Now, today, I am still riding the high after my recent departure from an amazing six weeks in Florence, Italy with SAI programs.
One of my courses, Wine Window Business Walks, brought a fresh perspective to my marketing mindset. All throughout Florence were these tiny historic openings used for selling wine directly to customers, known as wine windows, or as we learned it, buchette del vino. What started as a noble family business plan in the 1500s still lives on today as a well-known and popularly advertised feature of the city. In our discussions, we went back to the basics of traditional marketing, such as identifying target audiences, creating a brand identity and communicating value.
In such a fast paced culture and corporate world, it’s easy for the basics to slip between the cracks. However, focusing my marketing strategy around a historically rich product like wine reminded me that timeless success often comes from mastering the fundamentals. Once I learned this, I brought this new perspective outside the classroom.
On my travel weekends and day trips, I constantly found myself thinking like a marketer. I caught myself analyzing a store layout, comparing labels in the grocery store, and noticing window displays. It clicked for me that I didn’t just want to study business, but rather understand it at a global scale. I knew international marketing was a place I’d want to end up.
Through five travel weekends, I hit six new Italian cities as well as one new country. Our first weekend to Lake Como and Milan was a prime example of luxury marketing at its finest.
Luxury Branding: Lake Como and Milan
The natural beauty of Lake Como seems to market itself, but behind that is a deliberate strategy rooted in storytelling. Specifically, the waterfront villas screamed timeless elegance and fame. Our boat tour guide pointed out famous houses of George Clooney, Madonna, and even the infamous Star Wars location, Villa del Balbianello (a tourist hot spot). Every marketing aspect of Como is subtle yet sophisticated, often relying on word-of-mouth from tourists. I learned branding can also be built into an environment, not just a product.
In a short train ride to Milan, the luxurious branding stayed, but the marketing approach completely shifted. The fashion, urgency and innovation left me calling this beautiful city the Italian “New York.” It’s well deserving of both the titles “fashion capital” and “business capital.”
I knew Milan's branding would have immersive storefronts and bold visuals, but what I was surprised to see was their emphasis on experimental marketing. For example, a lot of the luxury stores have cafes or champagne bars in them. Instead of solely selling the product, they are also selling the experience.
Place-Based Branding: Sorrento and Rome
We went to southern Italy for our next weekend trip. Being on the Amalfi Coast was the Italian summer I’d always dreamt of. We stayed in the small town of Colli di Fontanelle, Sorrento, which was the most local and authentic stay of our trip. A unique aspect of this coastal town was their place-based branding. Sorrento is known for using lemons, something deeply tied to their location and climate, as a way to represent their identity.
Walking through the town, every corner advertises this symbolic image in some way whether it’s limoncello tastings, hand painted lemon ceramics, or a lemon candy shop. From a buying standpoint, it felt impossible to leave the town without one (or in my case multiple) lemon souvenirs. I would say this is a phenomenal marketing strategy.
On our way back to Florence, we had the opportunity to stop in Italy’s capital, Rome, on Festa della Republica (Republic Day). We watched the military parade and watched the fire troops drop the Italian flag over the colosseum. Rome also uses place branding but in a different way. By leaning into its nickname, The Eternal City, Rome draws its branding from its deep historical and cultural legacy, becoming a product of its own history.
The presence of iconic landmarks such as the Colosseum, the Vatican, and the Pantheon serve as tangible proof points. They communicate Rome’s significance without explanation. Simply walking through the city reinforces the brand message that Rome is where history was made. It was surreal to see these ancient monuments become the backdrop for such a modern celebration of national identity.
Nature Based Branding: Switzerland
The final hour of my train ride to Switzerland the scenery was breathtaking. The natural beauty of this country was something I’d never seen before. I noticed all the Swiss companies and brands, from chocolate to watches, take pride in their country's pristine manner. Everything was clean and beautifully maintained, just like their landscape. I immediately knew this place was different. Everything felt so much more intentional, and all those around me seemed far more grounded.
From a branding perspective, this is known as nature-based or eco-symbolic branding, where nature is used to represent the core values of the brand. In Switzerland, I saw this as reliability, clarity, and a certain luxury through simplicity. There’s no flashy marketing, instead, you feel it in the experience.
As a visitor, everything on my itinerary consisted of seeing and experiencing this beautiful country as much as I could. We spent time hiking, running, and my personal favorite, paragliding. A birds eye view of Interlaken was one of the most surreal moments of my life.
Building a Brand, Building Myself
As I studied these cities' branding, I couldn’t help but reflect on my own. When I was accepted to run in the 2025 Chicago Marathon, I realized my training would begin when I was abroad. I thought this wave of motivation would come naturally as I’d be logging my miles next to some of the most beautiful scenery in the world. While that did help, I was reminded that meaningful results don’t happen all at once. Just like building a brand, they come from small, intentional steps, repeated over time.
My experience abroad sharpened my marketing mind, but it also helped me define my own values. My ambitions grew clearer while I was abroad. I could see myself working in international business and traveling the world. But I knew I couldn’t expect results in an instant, just like running, success would come through consistent drive. This phrase has become the backbone for my training, my career, and daily mindset. Growth may not always be comfortable, but it’s always worth it.