there are definitely supporters of both schools of thought. One the one hand, schools that emphasize a skill you don't have (soft or hard) will complement you and make you a more well rounded person. On the other hand, if you know exactly what you want to do (generally finance or tech), a hard skills school will help you excel in those fields. Personally, I believe that while each of the top 15 schools have their "hard" and "soft" reputations, you'll come out more well rounded at any of these schools, no matter your background.
River picked Kellogg to round out his engineering background because Kellogg is seen as "soft", but I chose Haas because of their high-tech and entrepreneurship prowess, even though I came from an engineering background. I don't believe Haas is seen as "hard" as say Sloan or Chicago, so I'm not worried that people will forever pin me as a "techie".
I think even if you come out of Sloan, you should still be much "softer" than you were if you had a tech background.

So what am I trying to say? Pick the school that has the strength in what you want to do in your future career, the school that you enjoy the student and acadmeic culture, and the school that will get you where you want to go in terms of location. Don't worry too much about the hard/soft divide, as there will always be hardcore finance people from kellogg and hardcore marketing people from Chicago who both succeed.