A New Look, Empowering Change Globally
Posted April 24, 2017 by Tom Robinson
- President and Chief Executive Officer - AACSB International
Our world is changing faster than ever. On the political front. The business front. The cultural front. The pace of change is relentless, and as educators we need to get ahead of it. In fact, we need to help shape and lead change.
The way we communicate with our most important stakeholders—deans, faculty, students, business leaders—is changing, as well. We need to find new ways to amplify the value that we deliver to our members and to society at large. We need to help the world understand the critical role that business education plays in developing the leaders of tomorrow.
This is why in 2016, concurrent with the launch of the Collective Vision, our centennial, and the release of our new mission and vision, we embarked upon an important branding initiative to redefine our value proposition and develop the tools—both verbally and visually—to better communicate to all of our partner audiences.
Today’s launch of the new AACSB brand marks the beginning of a new era. Our new identity is fresher, stronger, and more modern. It represents the optimism we all feel about how AACSB can contribute to the success of our members and, through them, to a more prosperous world for all.
Logos and seals and taglines are merely symbols, of course. They reflect underlying goals and values.
AACSB’s new mission is clear: to foster engagement, accelerate innovation, and amplify impact in business education. Our new vision is no less bold: to transform business education for global prosperity. Our new verbal and visual identity reflects and supports our mission and vision. It signifies that we’re transforming as an organization to empower our members to transform.
Our new brand essence and value proposition are also very much built around connections. Connections across disciplines, countries, and ideologies. Connections coming together from around the world, sharing ideas, unique perspectives, and inspirations.
We believe in the power of collective strength, and of connected wisdom. We are an association and a movement. A movement to unite the best minds across business education, higher education, and business to work as one to achieve a common goal: to create the next generation of leaders, who can and want to make a positive impact in their industries and their organizations, globally.
Today business schools are educating students for a world that doesn’t yet exist, and for demands not yet known. But what is known is that, if business education is committed to transforming, together we can prepare for whatever lies ahead.
That is why AACSB is changing.
Tom Robinson is on Twitter @TomRobinsonPhd.