The new dean at Emory University’s Goizueta Business School resolved to level-up rankings with an inviting, modern, dynamic rebranding. The re-boot would take a fresh turn among staid competitors. With a dynamite team, I crafted messaging that carved out a light-and-bright brand to position for growth. Results? The next year saw MBA applications up by 11%, and enrollment up by 16% (even with increased selectivity). Full-time MBA now ranks #25, part-time MBA #13, and Executive Education #8.
Here’s a sample of my work on the campaign:
