BRANDING/MARKETING CASe STUDY:
LEBOW COLLEGE OF BUSINESS
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I was asked to help lead an effort to create a new brand for the Executive MBA program (in which, at the time, I was a student).
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Those discussions lead to the realization that LeBow itself, needed to craft a brand identity to stand out among the competition (five other major business schools in the immediate region).
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The brand engagement and positioning process I helped to direct, led the business school to realize it did not need to compete with its famous neighbor, Wharton, but instead to understand and discover its own unique niche.
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The positioning process and exercises I led, helped to uncover the gem that had always been at the heart of the business school at Drexel University (now the largest school there) - LeBow excelled at training future leaders of business to be just that…leaders. Capable of understanding the myriad issues affecting business today.
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The tagline we created was used for nearly a decade: LeBow College of Business – Learn Here. Lead Anywhere.