Bschools Apply Lesson From Branding 101 [Archive.org URL]

Many schools boast talented marketing professors and send their graduates off to brand powerhouses like Procter & Gamble. Yet most schools have failed to develop a resonant brand image of their own. While schools may well have distinctive cultures and academic strengths, they usually play up their media rankings and use the same buzzwords, such as global and entrepreneurial. Some schools are trying to change that.

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