REBRANDING THE TEPPER SCHOOL OF BUSINESS (A)
CASE STUDY SOLUTION
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pl
SYNOPSIS
m
The (A) case outlines the process leading to the rebranding of the Tepper School of Business (the Tepper
Sa
School) at Carnegie Mellon University (CMU). Lynda Oliver, chief marketing and communications officer
at the Tepper School hired Digital Pulp, a New York-based advertising agency, for this project. The case
outlines the marketing research process and findings—including a competitive brand analysis and several
in-depth interviews and focus groups—that led to a new messaging hierarchy for the Tepper School to
represent the school’s new positioning. Oliver had to choose between five proposed new slogans for the
n
Tepper School to communicate this new positioning to the public and present her choice to the dean for
tio
approval. The chosen slogan had to reflect the Tepper School’s new competitive positioning and serve as
the unifying basis for all future marketing communications.
lu
So
OBJECTIVES
• understand the process for positioning and rebranding a brand, from marketing research to decision and
implementation;
• understand the importance of knowing the target market and competitive positioning to determine a
brand’s positioning;
• understand the importance of building consensus and alignment by involving key stakeholders throughout
the process—particularly important with a marketing initiative that could impact an entire organization;
• choose brand concepts and slogans that are differentiating and unique;
• understand the importance of a messaging hierarchy, as well as voice and tone guides, for a consistent
marketing communications strategy; and
• create further advertisements based on a given messaging hierarchy.
The Case Solution Starts From page 5
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pl
m
Sa
n
ASSIGNMENT QUESTIONS
tio
A-Case
1. Consider your business school. What is your school’s current positioning? What is it known for? What
lu
does it want to be known for?
2. Discuss the marketing research Digital Pulp conducted on the Tepper School’s behalf. What do you
like? What do you think could have been done better?
So
3. Which of the five proposed slogans should Oliver choose? Explain your reasoning.
4. What is involved in implementing the chosen new branding? How can you ensure consistent marketing
communications across all media and promotion tools after creating a messaging hierarchy?
5. Develop a messaging hierarchy for your school.
B-Case
6. Develop additional advertisements following the given format.
The Case Solution Starts From page 5
, e
pl
m
Sa
4. What is involved in implementing the chosen new branding? How can you ensure consistent
marketing communications across all media and promotion tools after creating a messaging
hierarchy?
n
tio
lu
Branding Implementation
Students should understand that it is not sufficient to simply change a slogan for rebranding to be successful.
So
Branding includes much more than just a slogan. The selected brand image needs to be consistently included
in all marketing communications in terms of both style and content. For the Tepper School, this meant a
new visual brand identity (see [B] case Exhibit 1) and updated web pages, social media channels, program
materials, and advertising campaigns. Importantly, all the new materials had to follow the new voice and
tone guide (see below) to use consistent language and styles across all media.
In addition, Digital Pulp created a launch video for the new slogan and campaign (see Supplemental
Materials). Generally, students
tend to like the video. The graphics fit the message and it has a modern look. The video also combines the
modern graphics with images of the Tepper School’s new building and its students well. Moreover, it
successfully gets the message across (“Who will make it intelligent?”) while also connecting the business
school to the positive brand image of CMU. However, many students tend to dislike the video’s first 10
seconds, questioning what terms like “future tense,” “future perfect,” “future forward,” and “future state”
The Case Solution Starts From page 5
, EXHIBIT -2: SAMPLE INTERACTION WITH CHATGPT
Write two advertisements for the Tepper School of Business using the following format: “Most
User
business schools . . . . We . . .” where the “we” part refers to the Tepper School.
1. Most business schools focus on traditional business education, but at the Tepper School of
Business we redefine the boundaries of business knowledge. We combine analytical thinking,
technology integration, and a collaborative approach to empower our students with the skills
needed to lead in a rapidly changing business landscape. Experience a transformative
education that goes beyond textbooks and charts and immerse yourself in a dynamic learning
environment where innovation thrives. Discover your potential at the Tepper School and be
prepared to shape the future of business.
ChatGPT
2.
e
pl
Don’t say “Tepper School of Business.” Say “we” instead. Also, each advertisement should only be
m
User two sentences, the first starting with “Most business schools . . . ” and the second starting with “We
. . . .”
Sa
1. Most business schools teach traditional business concepts, but we revolutionize business
education by integrating cutting-edge technology, analytics, and innovation, preparing our
students to thrive in the digital era of business.
ChatGPT
2.
n
tio
User
lu
1.
ChatGPT
So
2.
The Case Solution Starts From page 5
CASE STUDY SOLUTION
e
pl
SYNOPSIS
m
The (A) case outlines the process leading to the rebranding of the Tepper School of Business (the Tepper
Sa
School) at Carnegie Mellon University (CMU). Lynda Oliver, chief marketing and communications officer
at the Tepper School hired Digital Pulp, a New York-based advertising agency, for this project. The case
outlines the marketing research process and findings—including a competitive brand analysis and several
in-depth interviews and focus groups—that led to a new messaging hierarchy for the Tepper School to
represent the school’s new positioning. Oliver had to choose between five proposed new slogans for the
n
Tepper School to communicate this new positioning to the public and present her choice to the dean for
tio
approval. The chosen slogan had to reflect the Tepper School’s new competitive positioning and serve as
the unifying basis for all future marketing communications.
lu
So
OBJECTIVES
• understand the process for positioning and rebranding a brand, from marketing research to decision and
implementation;
• understand the importance of knowing the target market and competitive positioning to determine a
brand’s positioning;
• understand the importance of building consensus and alignment by involving key stakeholders throughout
the process—particularly important with a marketing initiative that could impact an entire organization;
• choose brand concepts and slogans that are differentiating and unique;
• understand the importance of a messaging hierarchy, as well as voice and tone guides, for a consistent
marketing communications strategy; and
• create further advertisements based on a given messaging hierarchy.
The Case Solution Starts From page 5
, e
pl
m
Sa
n
ASSIGNMENT QUESTIONS
tio
A-Case
1. Consider your business school. What is your school’s current positioning? What is it known for? What
lu
does it want to be known for?
2. Discuss the marketing research Digital Pulp conducted on the Tepper School’s behalf. What do you
like? What do you think could have been done better?
So
3. Which of the five proposed slogans should Oliver choose? Explain your reasoning.
4. What is involved in implementing the chosen new branding? How can you ensure consistent marketing
communications across all media and promotion tools after creating a messaging hierarchy?
5. Develop a messaging hierarchy for your school.
B-Case
6. Develop additional advertisements following the given format.
The Case Solution Starts From page 5
, e
pl
m
Sa
4. What is involved in implementing the chosen new branding? How can you ensure consistent
marketing communications across all media and promotion tools after creating a messaging
hierarchy?
n
tio
lu
Branding Implementation
Students should understand that it is not sufficient to simply change a slogan for rebranding to be successful.
So
Branding includes much more than just a slogan. The selected brand image needs to be consistently included
in all marketing communications in terms of both style and content. For the Tepper School, this meant a
new visual brand identity (see [B] case Exhibit 1) and updated web pages, social media channels, program
materials, and advertising campaigns. Importantly, all the new materials had to follow the new voice and
tone guide (see below) to use consistent language and styles across all media.
In addition, Digital Pulp created a launch video for the new slogan and campaign (see Supplemental
Materials). Generally, students
tend to like the video. The graphics fit the message and it has a modern look. The video also combines the
modern graphics with images of the Tepper School’s new building and its students well. Moreover, it
successfully gets the message across (“Who will make it intelligent?”) while also connecting the business
school to the positive brand image of CMU. However, many students tend to dislike the video’s first 10
seconds, questioning what terms like “future tense,” “future perfect,” “future forward,” and “future state”
The Case Solution Starts From page 5
, EXHIBIT -2: SAMPLE INTERACTION WITH CHATGPT
Write two advertisements for the Tepper School of Business using the following format: “Most
User
business schools . . . . We . . .” where the “we” part refers to the Tepper School.
1. Most business schools focus on traditional business education, but at the Tepper School of
Business we redefine the boundaries of business knowledge. We combine analytical thinking,
technology integration, and a collaborative approach to empower our students with the skills
needed to lead in a rapidly changing business landscape. Experience a transformative
education that goes beyond textbooks and charts and immerse yourself in a dynamic learning
environment where innovation thrives. Discover your potential at the Tepper School and be
prepared to shape the future of business.
ChatGPT
2.
e
pl
Don’t say “Tepper School of Business.” Say “we” instead. Also, each advertisement should only be
m
User two sentences, the first starting with “Most business schools . . . ” and the second starting with “We
. . . .”
Sa
1. Most business schools teach traditional business concepts, but we revolutionize business
education by integrating cutting-edge technology, analytics, and innovation, preparing our
students to thrive in the digital era of business.
ChatGPT
2.
n
tio
User
lu
1.
ChatGPT
So
2.
The Case Solution Starts From page 5
