Slide 1 The Brand is the Thing (with apologies to Shakespeare)

Slide 2 The Challenge for B-Schools What do customers and stakeholders want? Relevance Reputation Return on Investment

Slide 3 Who we are A premiere, Ivy League general management school, built on a Cornell legacy: transforming visionary ideas into applied innovation.

Slide 4 How we are different –Cornell Connections –Performance Learning –Intense, Collaborative Community What we promise Leaders as catalysts who create, transform and sustain successful organizations. In two words: Real Impact

Slide 5 The Brand “House” Leaders as catalysts The DNA of the Johnson School experience: Cornell connections Performance learning Intense, collaborative community Pragmatic Visionary Creative Confident Personable Sophisticated. Elegant. Dynamic. Energetic. Real Impact Should be: Ownable/credible Differentiating Emotionally compelling Essence of brand promise (delivered) Internal orientation: the strategic choices External Communication

Slide 6 Core Messaging I.Cornell University offers breadth. We are deliberately small--- able to leverage the size and scope of Cornell resources and alumni. The breath and depth of Cornell is an advantage. We are Ivy League. II.The Johnson School provides depth. We are a premier, general management program-training business leaders, not functional experts Our leadership development starts on day 1—and is mastered through experience. Our program is practical, hands-on, high performance, focused on results. III.Our environment fosters impact. Our MBAs make an immediate impact with lasting results. We are as comfortable leading teams as working in them.

Slide 7 Prioritized audiences JS Community (students, faculty, staff) JS Stakeholders (JS alumni, Cornell community & alumni) JS Customers (Recruiters/Partners, prospective students) Influencers (media, peers)

Slide 8 Lessons Learned: the three B’s (or C’s—take your pick) Be Credible. Be Consistent. Be Constant.

Slide 9 Most Importantly: To Thine Own Self Be True

Slide 10