Lighter side of branding | Education branding [1]


Interesting TVC for this business school. I’ve always believed that if a school needs to advertise that means its reputation is less known, or is too new to have had the opportunity to build a reputation. As schools are meant to be around for the long run, and we don’t often see TVCs peddling their programs, unless they’re of the online degree type.

Boston-based Hult International Business School is obviously not of the latter genre, and apparently has quite a few international locations, from Boston, San Francisco, and London, to Dubai and Shanghai. The school’s tagline, therefore, reflects the international angle and gives the Hult a clear and unique brand positioning statement.  Oh and just in case you’re wondering about the school’s ranking, here it is (click here).

The school’s tagline perfectly encapsulates Hult Business School’s Brand Positioning, uniquely positioning it away from its competition as an International Business Schools, with multiple campuses in US, London, Dubai, and Shanghai. Very On Code indeed! Even the website above shows an image of Burj Khalifa (formerly known as Burj Dubai), the world’s tallest skyscraper.

Having both Dubai and Shanghai as international campuses is a testament that Hult recognizes the future role of these two cities in fast emerging regions, and that’s the competitive advantage that Hult attempts to obtain, the School’s international locations, being at the heart of the action.


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
This entry was posted in Ads, TVCs & Commercials, China, Dubai, UK, USA and tagged , , , . Bookmark the permalink.

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