HARVARD BUSINESS SCHOOL
Inspiring executives to learn more
Harvard Business School’s Executive Education program does a lot of things right. The brand is one of the best known and most respected ever. The programs blaze new trails. The professors define today’s commercial, social and political agendas. But their advertising… was falling short. Was it… too Harvard? Could that even be a thing? With tough competition coming from Stanford, London and Pennsylvania, Grove set out to find out what was working and how this storied brand could stay at the fore of a very different future.
WHAT WE DID:
Purpose
Segmentation
Research
Strategy
Messaging
Advertising
Video
Editorial
Production
The work put HBS in its audience’s shoes—people dealing with real market challenges, real office politics, real concerns at home. The HBS Exec Ed brand changed from an “all about us” brand to an “all about you” brand.
The on-campus experience at HBS Exec Ed is second to none. Absolutely world-class. Naturally, it’s always been a big part of the HBS Exec Ed story. We just didn’t realize how different it really was until we sat in the HBS classrooms ourselves.
To support the Comprehensive Leadership Programs, we redesigned a suite of collateral, one for each of the core programs. These brochures are optimized for print or download. Each carries its specific program color throughout the design.
When you’re producing thought leadership for HBS Exec Ed, you’re shaping business dialogue around the world.
