Identity

Tepper Executive Education

The Tepper School of Business had recently unveiled a new branding campaign when its Executive Education department decided that it, too, was in need of an identity update. The first task was to create a new positioning statement that would be the springboard for all future messaging. I worked with the client and an additional consultant to identify the category, the target audience's pain points, Tepper Executive Education's point of differentiation and the brand promise. The client was delighted with the statement's confident, transformational tone and remarked that I had absolutely nailed it. (I just love hearing those words!)