Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Margaret Douglas, Managing Director, Digital Marketing, Kellogg School of Management, presents their latest branding initiative.

1. Kellogg School Brand Launch
Margaret Douglas
Managing Director, Digital Marketing
Kellogg School of Management
EducationConnect 2014 #inEDU14

2. Launching a Brand in Education is Different

3. Stakeholders are Critical
The concept of “growth” - personal, professional, company, market – is
compelling to students and something Kellogg could credibly deliver
Faculty Prospective Students Corporate Partners
Curriculum discussions were
already happening around a
growth and scaling track /
roadmap
Student conversations reiterated
that the value of an MBA is the
growth that it enables –
professional and personal
Trend fits with a core
business challenge for next
5+ years

4. Brand is Part of a Bigger Transformation
1 2 3
YEAR
YEAR
Organizational restructuring
4 5 6
YEAR
YEAR
YEAR
Brand repositioning
New building design Con
s
truction
New positio
n
ing
YEAR
Capital campaign q
uiet phase Capital cam
paign public phase
Five-year strategic plan :
Envision Kellogg
YEAR
EXECUTE ASSESS & DEVELOP
STRATEGIC PLAN
8
YEAR
7
ALUMNI LEADER WEBINAR | OCT 2014

5. Our Positioning Story

6. Growth is a challenge every organization and
leader confronts
Traditional concept of growth is losing its potency
Data and knowledge traveling faster
Barriers to entry falling
Product and idea lifecycles shrinking

7. Kellogg’s brand promise
Brave leaders inspire growth in people, organizations
and markets

8. Collaboration Among Stakeholders
1. Significant growth-related curricular innovation
2. Innovation of degree portfolio responding to market
demand
3. Breadth of global programs delivered with local
expertise

10. GROWTH IS MORE
THAN GOOD BUSINESS.
GROWTH IS A MINDSET.
IT DEMANDS PERSEVERANCE,
SOCIAL INTELLIGENCE AND
THE MASTERY OF MULTIPLE DISCIPLINES.
AND THE BEST PART IS, IT CAN BE LEARNED.
Are you growth minded?

13. 3

17. Questions?
Margaret Douglas
linkedin.com/in/margaretdouglas
M-douglas@kellogg.northwestern.edu