Some details
The Association to Advance Collegiate Schools of Business (AACSB) is a venerable organization whose members include most of the world',s best-known business schools. As it embarked on its second century, it needed to reach a more youthful, global audience and communicate a value proposition that resonated beyond academia to connect with corporate development professionals. A 360-degree research initiative, encompassing deans,
students, corporate HR executives and AACSB staff, revealed that what members most appreciate about AACSB are the connections it provides: to colleges in other regions, to business executives, to new ideas and perspectives. Encapsulated by a direct tagline—“Business Education. Connected.”—the new brand positions AACSB as a community committed to developing leaders for a world that doesn’t yet exist. In words, images, and a new identity, the brand shows the real value of AACSB membership lies in the connections it makes.