Demystifying the MBA Taglines and What They Mean For You
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21 Jun 2018, 11:56
Sure, you have always dreamed of going to a certain B-School to pursue your professional ambitions, but did you research your target school’s tagline? B-School taglines are especially important, as they can often sum up the ethos of the institution. Thousands of marketing dollars and research are pumped into coming up with that perfect phrase that captures the school’s unique value proposition.
Understanding your target school’s tagline can be part of your journey, as it becomes an important facet of your research as an aspirant. Here at MBADecoder, we decode the taglines of popular MBA programs:
1. “Change Lives, Change Organizations, Change the World”- Stanford GSB: For an MBA that promises total transformation, change is its key buzzword. The focus builds from changing lives to ultimately changing the world. Stanford prides itself on imparting knowledge and skills that foster innovation, which has change as a key ingredient. The Stanford MBA also promises its students building the dexterity and fortitude for economic, social and other changes. In an unpredictable economy, change is a constant and Stanford has integrated that into its tagline and brand identity.
What It Means For An Applicant: Highlight your willingness to change. It would also be helpful to describe the time(s) in your life where you spearheaded change. Remember, it is always important to mention the impact your efforts had.
2. “At the Very Centre of Business”-Columbia School of Business: The Big Apple and Columbia are inseparable, so much so that NYC is part of CBS’ branding. Whether it is proximity to glitzy Fifth Avenue or the wolves at Wall Street, New York has something for every MBA candidate. CBS positions itself at the intersection of an Ivy League institution in the finance, shopping and networking capital of the world. Only the conjunction of New York with Columbia Business School can fill the gaps in practical experiences with a solid theoretical base.
What It Means For An Applicant: Think of how you can gain from the exposure to New York City. Highlight the opportunities that NYC has for you, and explain your willingness to exploit them.
3. “Together Forward”-Wisconsin School of Business: Set in Madison, Wisconsin School of Business incorporates the Midwest’s values of collaboration and valuing diversity in its tagline. The slogan makes it clear that while the school’s education is about propelling you onwards, it won’t happen until everyone is onboard.
What It Means For An Applicant: Emphasise on your ability to be a team player. Tell stories of how you used the combined synergies of a diverse team at work to move forward on a project or deliverable.
4. “Leadership for a Digitally Driven World”- Paul Merage School of Business: UC Irvine’s Business School acknowledges the digital revolution that has taken place in the business world. Set in the state of Silicon Valley, Paul Merage School of Business uses a tagline that is a conjuction of traditional leadership values and the digital. It is a summary of the education offered at the skills- crucial business traits like leadership with an eye on new age business skills like digital skills.
What It Means For An Applicant: Underline instances where you have been a leader in a digital set-up. Or draw out instances where you pioneered a new technology at your workplace. Make sure you stand out as an early adopter of all things digital.
5. “The Business School for the World”- INSEAD: INSEAD has incorporated its brand image into its tagline. INSEAD’s tagline signals that it the hotspot for young and ambitious young professionals in any part of the world. Set in Paris and Singapore, INSEAD boasts also of a trans-continental presence, which only lends more credence to its tagline. An average class at INSEAD has citizens from 94 countries, making education at this school a global experience. Truly, the INSEAD classroom is a global village unto itself.
What It Means For An Applicant: Stand above ideas of nationality to distinguish yourself as a world citizen. Businesses are in every corner of the world, and make sure you demonstrate an interest in far-flung businesses. Show readiness to participate in a business capacity anywhere in the world.
6. “Make an Impact”- EDHEC Business School: The simple tagline of this French B-school distills the very essence of any aspirational business- to make an impact. The three word tagline emphasizes brevity, and delves into the action-oriented side of any business.
What It Means For An Applicant: Note past instances at work where you have had to make an impact. Use these instances to make sure you acknowledge that making an impact is a life-long process and to continue this work further.
7. “London Experience. World Impact”- London Business School: Like CBS, London Business School uses its city in its tagline. LBS places the great city of London at the centre of its education. It connects London to the world in its tagline and could be an indicator that its education hopes to do the same. This is particularly relevant in the post-Brexit era. London also is a booming metropolis with something for everyone: Hyde Park for the nature lover, Downtown London for the finance whiz kids. The city integrates all interests and has immense opportunities for the ambitious MBA student.
What It Means For An Applicant: Think of the tremendous possibilities that London has to offer you as a student and a resident. Think beyond business and networking opportunities and highlight how a city like London can also impact your own personal growth.
8. “Real Learning, Real Impact”-IMD: This tagline connects education to impact in just four words. The fact that it uses the word ‘real’ twice is a hint that the school is looking for authentic and driven people. Note that the IMD uses the word learning: which connotes education beyond the classroom.
What It Means For An Applicant: Ensure that you present your story in the most genuine form. Strip away the jargon and business grandstanding, and focus on learning and impact.
9. “The Business School Founded by Business”-ESMT, Germany: The tagline of the European School of Management and Technology focuses on experiential learning. The MBA is commonly acknowledged to be a degree that makes you ready for any aspect of business, and ESMT dives into business history to brand itself.
What It Means For An Applicant: Research the foundation of the school. If the school prides itself on its foundation, it is imperative that applicants address it. Highlight how experiential learning can benefit you.