I did not stick to the word count limit for any B-School essay.
I used the 5% rule and sometimes even went up to 10% above the limit (never tried going above 10%) - only exception to this rule was IMD, where you can't go over the character limit, as the application form won't let you do so.
For LBS, I did the same as other posters, ie used 'London Business School' first, then used 'LBS' throughout my essays.
I was admitted to every school I applied to (1 reply still pending), so I guess the word count limit is not strictly enforced by many schools (I applied to 6 pgms).
Vincent Ho-Tin-Noe (HBS '13)
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