Some business schools that are world-renowned – Harvard, Stanford, and Wharton to name a few – can rely on little else but their name. However, for the great number of other institutions operating in an increasingly competitive global marketplace, it is essential to promote what they represent.
Communication is now faster and wider-reaching than ever, yet, this also comes with the drawback of dwindling attention spans. Thus, getting your message across clearly has become more difficult. So, in an age where few are willing to accept that what you are selling is actually unique, how can you establish that all important USP?
Falling back on your expertise in one of the basic platforms of business, such as entrepreneurship, is simply not good enough. This doesn’t promote a USP as every business school out there will claim expertise in at least one of the platforms. Perhaps the solution is to go for what we at BlueSky PR call ‘micro/macro brand approach’, where you identify a specialist slant on one of these platforms whilst still appealing to the widest possible audience of potential users/buyers.
One example of this is EMLYON Business School in France, which is in the process of revising its core messaging. Although the school can actually claim to be one of the most experienced in developing entrepreneurs – creating more than 13,000 thriving enterprises over 30 years – it wanted an approach that directly speaks to the entrepreneurial community in the modern, interconnected world. Thus, it now focusses on lifelong, tailored business education, which both teaches and empowers individuals throughout their careers in a way that is constantly relevant to them. This allows them to retain all the brand capital already obtained as well as standing out from a large section of the business education ‘crowd’.
In a sector where competition is only likely to intensify, it’s an approach that no business school marketer can afford to dismiss lightly.
To view the edition of Wildfire this post was based on, click here.