{"id":25981,"date":"2014-10-29T07:30:35","date_gmt":"2014-10-29T14:30:35","guid":{"rendered":"https:\/\/gmatclub.com\/blog\/?p=25981"},"modified":"2014-10-28T14:14:09","modified_gmt":"2014-10-28T21:14:09","slug":"are-you-growth-minded-mastering-kelloggs-changing-brand","status":"publish","type":"post","link":"https:\/\/gmatclub.com\/blog\/are-you-growth-minded-mastering-kelloggs-changing-brand\/","title":{"rendered":"Are You Growth Minded? Mastering Kellogg\u2019s Changing Brand"},"content":{"rendered":"<p><em>Episode 2 in our <a href=\"https:\/\/blog.accepted.com\/tag\/b-school-big-brand-theory-series\/\">Big Brand Theory Series<\/a> for MBA applicants: Northwestern Kellogg.<\/em><\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/JFX6KdHQ0CU\" height=\"315\" width=\"560\" allowfullscreen=\"allowfullscreen\" frameborder=\"0\"><\/iframe><\/p>\n<p>Two days before Kellogg\u2019s Dean Sally Blount announced Kellogg\u2019s motto change from \u201cThink Bravely\u201d to \u201cInspiring Growth,\u201d I received an email and video link in my inbox from my education hero, Sal Khan about why he will never tell his son that he is smart.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/JC82Il2cjqA?rel=0\" height=\"315\" width=\"560\" allowfullscreen=\"allowfullscreen\" frameborder=\"0\"><\/iframe><\/p>\n<p>His Khan Academy disrupted the education paradigm and made me a super fan years ago when my then, 10-year-old son ran into my arms, but not for a hug\u2026no, he wanted my computer so he could earn badges. At first I thought he was planning to play a game. I limited his computer use to 15 minutes and then watched him open up the Khan Academy site and whiz through math problems that were two grades ahead of his own (earning his badges along the way). I didn\u2019t take the computer away until dinnertime.<\/p>\n<p>His love for the Khan Academy reminded me of Dr. Carol Dweck\u2019s research on motivation, success and the growth mindset. I had read her work a few years before my son fell in love with the Khan Academy. In her book, <em><a href=\"https:\/\/www.amazon.com\/gp\/product\/0345472322\/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=0345472322&amp;linkCode=as2&amp;tag=acceptedcom&amp;linkId=3SFVUKE5FEI2INTN\" target=\"_blank\">Mindset: The New Psychology of Success<\/a><\/em>, which I highly recommend if you are applying to Kellogg, she compares and contrasts growth-oriented minds and fixed minds<\/p>\n<p>The growth mindset is something to behold, and I watched it unfold over the years as my son solved my husband\u2019s 5X5X5 Rubik\u2019s cube, conquered my father in chess, and created \u201cinventions\u201d that he thought would make my life easier. I love the way his mind works. Thank you, Sal Khan and Thank you, Carol Dweck.<\/p>\n<p>However, as a former admission dean and director, I often wondered when I would see Dr. Dweck\u2019s concepts flourish in business schools. While I think several schools filter applicants for growth mindsets and challenge their students to stretch themselves, Kellogg\u2019s new brand strategy was the first time I\u2019ve seen Dr. Dweck\u2019s approach become the very essence of the school.<\/p>\n<p>Just as the growth mindset is dynamic and constantly seeks challenges and change, Kellogg has also reinvented itself many times over. I don\u2019t think people will ever get over the fact that Kellogg is a marketing giant. However, since Dean Blount\u2019s arrival, they\u2019ve moved from \u201cTeam-Oriented\u201d to \u201cThink Bravely\u201d to \u201cInspiring Growth\u201d in the span of just a few years. These moves are reflected in their essay prompts, in their <a href=\"https:\/\/blog.accepted.com\/2014\/08\/12\/tips-for-video-mba-essay-questions-2\/\">video essays<\/a>, and in their interviews. You as an applicant need to respond to this change and address the filters Kellogg has added to its admissions process.<\/p>\n<p>When working with clients <a href=\"https:\/\/blog.accepted.com\/2014\/08\/27\/kellogg-2015-mba-essay-tips-deadlines\/\">applying to Kellogg<\/a>, I always discuss my clients\u2019 greatest challenges; then I push and push and push, until we discover something that they were initially afraid to reveal. If you are doing this yourself, realize that this inquiry means going deep within your psyche to figure out if you truly have a growth mindset or a fixed mindset (and I always recommend reading Dr. Dweck\u2019s research. See link to her book above).<\/p>\n<p>If at the end of our meetings my clients realize that they are not happy stretching, taking risks, and testing themselves, I ask them to rethink their school choice. Yes, Kellogg students are team-oriented; yes, Kellogg students are bright; yes, Kellogg students are personable, but Dean Blount got it right: Kellogg students are intellectually curious. They are resourceful. They challenge themselves to go beyond what they think are their limits. They have a growth mindset, and Kellogg inspires that growth.<\/p>\n<p>For you the Kellogg motto means showing that you have the mindset to benefit from and contribute to Kellogg\u2019s community dedicated to growth. As you apply to Kellogg demonstrate that you share Kellogg\u2019s commitment to growth as an individual and as a future leader of your community and the business world.<\/p>\n<p><em>(Look for Next Week\u2019s Episode in the <a href=\"https:\/\/blog.accepted.com\/tag\/b-school-big-brand-theory-series\/\">Big Brand Theory<\/a>: Does Stanford Really Change the World?)<\/em><\/p>\n<p><a href=\"https:\/\/info.accepted.com\/mba\/where-you-should-apply\/?utm_campaign=blogcta&amp;utm_medium=BestMBAPrograms&amp;utm_source=CTA\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-20621 size-full\" alt=\"Download our free special report: Best MBA Programs - A Guide to Selecting the Right One!\" src=\"https:\/\/blog.accepted.com\/wp-content\/uploads\/2014\/01\/Best_MBA_Programs.jpeg\" width=\"350\" height=\"130\" \/><\/a><\/p>\n<p><em><em><a href=\"https:\/\/www.accepted.com\/aboutus\/nataliegrinblattepstein\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-18330\" title=\"Natalie Grinblatt Epstein\" alt=\"Natalie Grinblatt Epstein\" src=\"https:\/\/blog.accepted.com\/wp-content\/uploads\/2013\/09\/natalie.jpg\" width=\"81\" height=\"81\" \/><\/a> By <a href=\"https:\/\/www.accepted.com\/aboutus\/nataliegrinblattepstein\" target=\"_blank\" rel=\"author\">Natalie Grinblatt Epstein<\/a>, an accomplished Accepted.com consultant\/editor (since 2008) and entrepreneur. Natalie is a former MBA Admissions Dean and Director at Ross, Johnson, and Carey.<\/em><\/em><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #000000;\"><strong>Related Resources:<\/strong><\/span><\/p>\n<p style=\"padding-left: 30px; text-align: justify;\"><span style=\"color: #000000;\"> \u2022 <a href=\"https:\/\/blog.accepted.com\/2014\/08\/27\/kellogg-2015-mba-essay-tips-deadlines\/\">Kellogg 2015 MBA Essay Tips &amp; Deadlines<\/a><\/span><span style=\"color: #000000;\"><br \/>\n\u2022 <a href=\"https:\/\/info.accepted.com\/leadership-in-admissions\">Leadership in Admissions<\/a><\/span><br \/>\n<span style=\"color: #000000;\"> \u2022 <a href=\"https:\/\/blog.accepted.com\/2014\/10\/20\/what-does-at-the-very-center-of-business-mean-for-cbs-applicants\/\">What Does \u201cAt The Very Center of Business\u201d Mean for CBS Applicants?<\/a> <\/span><\/p>\n<p>Accepted.com's <a href=\"https:\/\/www.accepted.com\/aboutus\/AboutUs.aspx\" target=\"_blank\">experienced admissions consultants<\/a> can help you create the most impressive application possible with <a href=\"https:\/\/www.accepted.com\/Services\/MBAProgramServices.aspx\" target=\"_blank\">comprehensive packages<\/a>,<b><i> <\/i><\/b>or provide targeted assistance from <a href=\"https:\/\/www.accepted.com\/services\/mba\/admissionsconsulting.aspx\" target=\"_blank\">picking perfect programs<\/a> to <a href=\"https:\/\/www.accepted.com\/mba\/admissionsresume.aspx\" target=\"_blank\">designing a dazzling resume<\/a>, <a href=\"https:\/\/www.accepted.com\/mba\/essayediting.aspx\" target=\"_blank\">constructing engaging essays<\/a>, or <a href=\"https:\/\/www.accepted.com\/mba\/interviewservices.aspx\" target=\"_blank\">preparing for intense interview<\/a><a href=\"https:\/\/www.accepted.com\/mba\/interviewservices.aspx\" target=\"_blank\">s<\/a>\u2026and more! Accepted.com has guided thousands of applicants to acceptances at top MBA programs since 1994 \u2013 we know what works and what doesn't, so <a href=\"https:\/\/www.accepted.com\/contactus.aspx\" target=\"_blank\">contact us<\/a> to get started now!<\/p>\n<p><em>This article originally appeared on the <a href=\"https:\/\/blog.accepted.com\/2014\/10\/27\/are-you-growth-minded-mastering-kelloggs-changing-brand\/\" target=\"_blank\">Accepted Admissions Consulting Blog<\/a>, the official blog of Accepted.com.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Episode 2 in our Big Brand Theory Series for MBA applicants: Northwestern Kellogg. Two days before Kellogg\u2019s Dean Sally Blount announced Kellogg\u2019s motto change from \u201cThink Bravely\u201d to \u201cInspiring Growth,\u201d&#8230;<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,6,1,939,775,113,243],"tags":[352,1444,1119,1445,813,1378,52],"class_list":["post-25981","post","type-post","status-publish","format-standard","hentry","category-mba","category-current-events","category-uncategorized","category-accepted","category-admission-consultants","category-applications","category-blog","tag-kellogg","tag-kellogg-admissions","tag-kellogg-mba","tag-kellogg-mba-program","tag-kellogg-school-of-management","tag-northwestern-kellog","tag-northwestern-kellogg","entry"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/posts\/25981","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/comments?post=25981"}],"version-history":[{"count":3,"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/posts\/25981\/revisions"}],"predecessor-version":[{"id":26020,"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/posts\/25981\/revisions\/26020"}],"wp:attachment":[{"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/media?parent=25981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/categories?post=25981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gmatclub.com\/blog\/wp-json\/wp\/v2\/tags?post=25981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}