This month London Business School is kicking off “Minds alive,” a new marketing and branding campaign geared to raise awareness with both prospective students and alumni, as well as staff and faculty.
“We wanted a creative idea that was distinctive, own-able and inspiring and that would resonate strongly with our audiences and that was truly representative of our diverse community and learning experiences,” says Julie Davidson, CMO of the London Business School.
London Business School has campuses in London and Dubai, as well as presences in New York, Hong Kong and Shanghai. Currently, the school has 174 faculty members from over 30 countries, and boasts 44,000 alumni working in over 155 countries.
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Developed in conjunction with The Corner London and Rufus Leonard, “Minds alive” will roll out over the next few months with a goal to update the school’s positioning and identity. Components of the campaign—developed after a 12 month long brand review—include a redesigned logo and updated color scheme for the school, as well as a revamped and reskinned web presence featuring an updated look for the Executive Education portion of the site.
“We needed to look at how we could best tell the story of what sets us apart from other business schools anchored in the DNA we have built up over the last 50 years,” says Davidson, noting the business education landscape has changed significantly since the last time the school updated its brand positioning with an increased focus on online learning platforms.
“Our brand needed to reflect the value of the LBS experience and remain true to a heritage built over the past 50 years,” she says. “Future-proofing that legacy meant our identity had to evolve.”
Photography of students, alumni, staff and faculty are featured prominently on the updated site. “All the visual imagery you see showcases real members of our community, whether they are shown in the classroom, in the workplace, or just enjoying vibrant London or Dubai,” says Davidson. “We want a prospective student to recognize the school and spirit they saw online or in a magazine when they then visit us in person.”
The campaign will carry across multiple channels for the school, including social, print, digital, email and live events. ROI will be gauged in a number of ways, including social media listening, new student inquiries and alumni engagement.