AACSB: Business Education. Connected.

Rebranding a 100-year-old association to connect to a global audience.

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Description

The Association to Advance Collegiate Schools of Business (AACSB) is a venerable organization whose members include most of the world's best-known business schools. As it embarked on its second century, AACSB needed to connect with a more youthful, global audience and communicate a value proposition that would resonate beyond academia to connect with corporate development professionals.

A 360-degree research initiative, encompassing business school deans, students, corporate human resources executives and AACSB staff, revealed that what members most appreciate about AACSB is the connections it provides: to colleges in other regions and countries, to business executives, to new ideas and perspectives. Encapsulated by a direct tagline – "Business Education. Connected" – the new brand positions AACSB as a global community of educators committed to developing leaders for a world that doesn't yet exist.

Credits
Date
Jun 16, 2017
Agency:
DeSantis Breindel
Client:
AACSB
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