The Association to Advance Collegiate Schools of Business (AACSB) is a venerable organization whose members include most of the world's best-known business schools. As it embarked on its second century, AACSB needed to connect with a more youthful, global audience and communicate a value proposition that would resonate beyond academia to connect with corporate development professionals.
A 360-degree research initiative, encompassing business school deans, students, corporate human resources executives and AACSB staff, revealed that what members most appreciate about AACSB is the connections it provides: to colleges in other regions and countries, to business executives, to new ideas and perspectives. Encapsulated by a direct tagline "Business Education. Connected" the new brand positions AACSB as a global community of educators committed to developing leaders for a world that doesn't yet exist.