Columbia Business School Essay 2 asks you to watch a short video entitled, “The Center” and then use it to answer the question, “How will you take advantage of being ‘at the very center of business’?” The video and the essay question have enabled Columbia to regain its brand and market share. Over the years,…
B-School Big Brand Theory Series
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Wharton: “Putting Knowledge Into Action”
Does the oldest business school actually have a brand? Does the oldest business school actually need a brand? Ironically, Wharton is a more powerful global brand than the elite Ivy League university of which it resides. In fact, many people don’t know that the University of Pennsylvania is a highly regarded Ivy League institution. Outside…
Do Stanford GSB Grads REALLY “Change Lives. Change Organizations. Change the World.”?
Episode 3 in our Big Brand Theory Series for MBA applicants: Stanford GSB’s motto. Who wouldn’t want to change lives, change organizations, and change the world? Right? For Episode 3 in our Big Brand Theory series, I set out to prove that Stanford GSB admits, transforms and graduates students who accomplish great feats. I wanted…
Are You Growth Minded? Mastering Kellogg’s Changing Brand
Episode 2 in our Big Brand Theory Series for MBA applicants: Northwestern Kellogg. Two days before Kellogg’s Dean Sally Blount announced Kellogg’s motto change from “Think Bravely” to “Inspiring Growth,” I received an email and video link in my inbox from my education hero, Sal Khan about why he will never tell his son that…
