FT pitches in to the debate on school branding

Della Bradshaw, writing in the Financial Times, has set out some robust views on business school branding in the latest European Business School rankings, with a small contribution from CarringtonCrisp.

Schools are increasingly looking to differentiate themselves, recognising that a sustainable business model, means offering something that helps them to stand out.  There's plenty of good advice on how to think about the issue, whether it's Youngme Moon's book Different or Simon Sinek's approach to start with Why? not What?.

CarringtonCrisp set up 10 years ago specifically to help business schools with branding issues.  The starting point was a group market research study to help schools better understand the strengths and weaknesses of their reputation, where students get messages from about a school's offer and how one school compared with another.  Over 10 years, more than 100 business schools in 20 countries have taken part in The Business of Branding study.  If you want to know more about how your business school is perceived, the next round of The Business of Branding is going live shortly with results early in 2014.  Just drop us a line at and will get back to you with more details.


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