The Rotman School of Management at the University of Toronto
By most measures, the Rotman School of Management is the top business school in Canada and has a growing reputation internationally as a leading research school . But you can never stand still in the business education space; it's being disrupted by new, specialized degrees, online options and fast-tracked alternatives. Under the leadership of Dean Tiff Macklem, we set out to define a brand for the future of Rotman that would help the School compete for the best students and help create a global market for its graduates and for the insights emerging from its research establishment. Over almost two years we managed a process that went deep inside the School to engage, and outside the school to scan for needs, trends and perceptions. The idea embodied in the tagline: Here's Where it Changes captures the energy of Rotman as a place where change is catalyzed - people evolve, ideas emerge, organizations change, careers shift... The pillars of the brand are now being used as a filter for decision making across the organization from academic planning to alumni relations, career services, fundraising, student recruiting and development. Partner: Doug Dolan