Wharton isn't satisfied with how its brand is perceived, because it thinks that all the top 20 business schools are far too similar, reports Melissa Korn at the Wall Street Journal. So, it's making some changes to focus its brand around a single word.
Knowledge.
Everything will be built around the promise of knowledge. Wharton's blog, for instance, is already called Knowledge@Wharton. Its new tagline is "Knowledge for ... ," which will be completed with a variety of words like "life" and "action."
To read the full, original article click on this link: Wharton Is Rebranding Itself - Business Insider
