Knowledge is power.
University of Pennsylvania’s Wharton School hopes that knowledge is also a powerful branding message as it rolls out a new marketing campaign later this month.
The Philadelphia business school’s new advertising tagline, “Knowledge for…” will be completed with a variety of words–“action,” “global impact” and “life.”
“There was a certain inconsistency” in the school’s previous branding efforts, says Thomas Robertson, Wharton’s dean and a marketing professor. The school’s 20 research centers “weren’t immediately identifiable as Wharton.”