Education

The RDW Group commissioned Magnet to assist in the positioning of this top business school. Despite its solid reputation and rankings, the school had no governing brand idea. 

Magnet conducted in-depth interviews with professors and staff to identify "particles of interest" that were developed into brand positioning concepts.

Magnet identified four brand attributes that, when combined, created a formula for an exceptionally high-engagement learning experience. 1) Remote location + 2) intensive case study method + 3) small classes + 4) cold calling of students in classes = people who could think on their feet and defend their position at a moment's notice. 

Unlike some MBA programs wherein students can hide in large classes with giant lecture halls, you will get noticed at Darden, and you will be expected to stand and deliver.

This high engagement formula creates business leaders who are "READY FOR ANYTHING."  We made a tagline that is direct and to the point: READY!

As business school tuition costs increased, prospective students became more selective about the value of an MBA. Consequently, it became more crucial for schools not only to rely on rankings but also to differentiate themselves in this competitive market. Magnet, Inc. was hired to help Cornell Johnson develop a compelling and unique brand positioning.

Magnet’s process started with ideation sessions, where stakeholders engaged in divergent thinking techniques to identify distinctive aspects of the brand. One of the most notable qualities of the Cornell Johnson brand is that its students are exceptionally friendly and collaborative. This contrasts with some leading business schools that foster an aggressive and competitive environment. Johnson considered this collaborative nature a weakness. However, Magnet, Inc. proposed, and research confirmed, that if the school embraced its culture, this trait could become a brand strength. Magnet recommended the term “collaborative leadership,” which no other school was using—a management style where leaders work alongside employees and teams to achieve shared goals rather than commanding from above.

Magnet’s positioning advice was that Cornell Johnson trains collaborative leaders who know how to leverage colleagues’ strengths to unlock the full potential of organizations. To communicate this vision, Magnet created the slogan, “THE POWER OF MANY.”