In a recent interview as part of the Clear Admit Admissions Director Q&A Series, Randall Sawyer of Cornell’s Johnson School took care to point out the strength of the school’s marketing and brand management offerings. “The thing I wish more applicants knew about Johnson is that marketing and brand management is one of our very strong suits,” he said.
Well, the school apparently wants to practice what it preaches. Sporting a new logo and a revised name – the Samuel Curtis Johnson Graduate School of Management – the Ithaca school is taking steps to formalize the promise and position of its own brand.
Over the last two years, Johnson has conducted extensive research and consulted with key stakeholders, including alumni, students, faculty, staff, corporate recruiters and prospective students, as part of an effort to strengthen its brand. “After moving through this process, it was clear that there was a need to formalize who the school is and what makes the Johnson experience unique to its community,” a spokesperson from the school said.
So, what does make the Johnson experience unique? According to discussions with its various stakeholders, what emerged was that Johnson graduates know how to harness the collective strengths of others to create extraordinary results. So don’t be surprised to see this messaging work its way into Johnson’s efforts to sharpen its brand moving forward.
We’ll chat with Johnson Dean Joe Thomas in coming weeks to learn more about how he expects a sharper brand will impact Johnson’s efforts going forward. So stay tuned!
Read the full article: Cornell’s Johnson School Works to Strengthen Its Brand