Smith School Announces Tag Line: Leaders for the Digital Economy

April 14, 2003

To: Members of the Smith School Community

Fr: Howard Frank, Dean

Re: Leaders for the Digital Economy

I am pleased to share some exciting news with you. We now have a branding tag line for the Smith School of Business: Leaders for the Digital Economy.

We will begin using the tag line as part of our efforts to communicate more succinctly the schools position as a leader in management education and research for the digital economy. Leaders for the Digital Economy captures the schools strategic direction very well: "At the Smith School, we are charting a course to advance business thinking and education for the netcentric era." (taken from Building the Smith Community, Ascent to the Top: The Plan for 2002-2006).

What does the tag line mean?

It means that the Smith School is a community of leaders, showing the way in an economy that has been transformed by dramatic advances in communications, innovation, and information technology. Our leaders include our:

• Faculty, world-class researchers and teachers, who are committed to advancing business knowledge and practice in the digital age;

• Students, who graduate with deep knowledge and skills in their functional business areas, as well as an understanding of how to leverage technology across business practices;

• Staff, alumni, and volunteers, who are working to advance the school and its strategic direction;

• Corporate friends, who partner with Smith to advance their careers and their organizations.

Why are we adopting a tag line at this time?

Over the past five years, the Smith School of Business has experienced dramatic growth in its academic and business program offerings. For example, weve increased the number of faculty significantly, expanded our off-campus and part-time program offerings and launched an executive MBA, and opened several leading-edge centers and laboratories. The tag line communicates our progress and our ambition.

Also during this period, the business school marketplace has become increasingly crowded. As part of a comprehensive branding initiative, use of our new tag line will help to differentiate the Smith School in the competitive marketplace and motivate more individuals and organizations to partner with us.

In addition, Leaders for the Digital Economy highlights the competitive edge that the Smith School gives its students and corporate clients: the knowledge and skills they need to navigate the digital economy successfully, regardless of their business fields.

How was the tag line developed?

In fall 2002, I appointed a four-person committee to recommend initiatives designed to strengthen and sharpen the Smith School brand: Rebecca Kerr, president of the Smith MBA Association; Scott Koerwer, associate dean and director, executive education; Anne Moultrie, assistant dean, communications; and Roland Rust, chair of the marketing department and director of the Center for e-Service. I appreciate their work.

One of the committees key recommendations was the adoption of a tag line. Leaders for the Digital Economy and other tag lines were tested among our internal and external constituencies. Based on the results, the committee recommended Leaders for the Digital Economy, which I have decided to adopt as our branding tag line.

Where will the tag line appear?

Currently, the Office of Communications is developing guidelines for using the tag line in/on: our Web site, publications, e-mail signatures, advertising and banners, and school premiums (mugs, shirts, pens, etc.).

Whats next?

With your help, we plan to launch the tag line with a bang before the end of the academic year. Stay tuned.