Mission House Creative


	differentiating strengths UNC BUSINESS: Shaping leaders, driving results.™ UNC Business™ comprises all the programs, research and outreach that UNC’s Kenan-Flagler Business School provides its students and business organizations. The School’s Frank Hawkins Kenan Institute of Private Enterprise and its outreach to business around the world enrich the MBA experience here. The School’s Executive MBA and Executive Education programs cultivate dynamic interaction and relationships among faculty and corporate executives. These keep faculty research and teaching close to the most vital issues affecting business, enhancing the curriculum. The School is known for its progressive research, application-oriented teaching, and the strength of its collaborative relationships. Its commitment to developing socially responsible, performance-driven leaders and its focus on team-based learning continue to distinguish the School’s top-ranked programs for students, executives and companies.

INSTITUTIONAL BRANDING CASE STUDY
A degree above the rest.
The branding of UNC’s Kenan-Flagler Business School

Objective

Kenan-Flagler Business School at the University of North Carolina at Chapel Hill set an aggressive goal for national and international presence and high-caliber recognition. As an established, top-ranked business school, UNC’s Kenan-Flagler needed a distinct brand image and messaging to uniquely position themselves among the strong competition (Harvard, Darden, Wharton, Kellogg, to name a few). The School clearly had to embrace its differentiating strengths, and consistently implement its image and messaging across the broad spectrum of marketing communications for multiple programs, departments and constituents – all of whom had been working independently (in silos) using different vendors and designs.

At the same time, each facet of UNC’s Kenan-Flagler still needed to maintain an independent, clear image of its own. As with most recruitment efforts and academic institutions, all pieces needed to be extremely useful. There was a great deal of information to be clearly communicated in addition to “selling” the School and reinforcing their top-ranked image.

It was with this mission and message that UNC’s Kenan-Flagler Business School asked MHC to assist them in the development of an effective school-wide brand image.