Any person.
Any study.
Any Cornelliana.

An alumni
blog about Ezra's
University. (more)


Suggestions? Tips?




[+] Cornell News

[+] Higher Ed News

[+] Campus Pubs

[+] Alumni Interest

[+] Diversions

[+] Blogs

[+] Sports

[+] Other Places


[+] By Month

[+] By Author

Cornell's BIG Johnson Problem

The University may not have to set up an appointment with a urologist at Weill Cornell just yet, but there does appear to a problem trickling out of the Johnson School's attempt to re-brand itself as simply JOHNSON:

"We really wanted to emphasize 'Johnson' and begin to strengthen the name as its own individual brand," said Randy Allen, associate dean of Marketing and Corporate Relations at Johnson. "This move is not in any way to sever ties with Cornell, of which we are a proud part, but to begin to give the school a stronger individual identity and pop."

Johnson, Cornell University's MBA school, officially remains the Samuel Curtis (or S.C.) Johnson Graduate School of Management at Cornell University or it can be called by the abbreviated "Johnson at Cornell" or "Johnson."

Aside from the unfortunate use of the phrase 'stronger pop' with the word 'Johnson' and the fact that the new, capitalized logo is simply ugly, there's the larger problem that the the new branding initiative, by subjugating the University under the business school, goes against Skorton's vision of 'One Cornell'. Oh, and then there's those pesky style guidelines for Cornell's visual identity, which explicitly state 'do not use all caps' and always require 'Cornell University' to be above the smaller unit name.

What might have aroused interest in such a change? The School might have wanted to impose itself more strongly within the University community in response to the naming of the similarly business-minded Dyson School earlier this year. And then there's the fact that the Johnson School's applications shrunk by 12 percent last year. So if WHARTON, KELLOGG, and STERN are all doing it, JOHNSON presumably needed to do it too in order to grow.

Word on the street is that many of the Johnson School's students have reacted to the the re-branding initiative with a pretty flaccid response. And for good reason: I don't think the Johnson School's brand is likely to become firmer in people's minds than the University's anytime soon.

Matthew Nagowski | Posted on October 03, 2010 (#)

blog comments powered by Disqus

Other Recent Posts

-- WSJ: Cornell Wins NYC Tech Campus Bid (EBilmes)

-- Barrier Update: City Approves Nets (DJost)

-- Big Red Cymbal Guy (Nagowski)

-- New York Times Survey on Campus Recruiting is Flawed (KScott)

-- Barrier Update: Legal precedent suggests City of Ithaca will not be held liable for gorge suicide (DJost)

-- Despite MSG Loss, Big Potential for Big Red Hockey (EBilmes)

-- City Council Will Vote on Suicide Nets (DJost)

-- An Encounter on the Upper East Side (Nagowski)

-- Showing Off Your School Spirit (Nagowski)

-- Chipotle Ithaca? (KScott)

-- Cornell at the ING NYC Marathon (KScott)

-- Crossing Over a Fine Line: Commercial Activity on Campus (KScott)

-- Milstein's Downfall (Nagowski)

-- Can any Cornell-associated organization really be independent of the University? (Nagowski)

-- Slope Media Revisited (EBilmes)

-- Slope Media Group Approved for Byline Funding (KScott)

-- Occupy AEM? (KScott)

-- New campus pub to be good for both Greeks and non-Greeks (Nagowski)

-- Gagging the Election (Nagowski)

-- The Changing Structure of Rush Week (Nagowski)

-- Ivy League Humility in the Midwest (EBilmes)

-- Of Median Grades and Economics Minors (Nagowski)

-- Homecoming Recap (Nagowski)

-- My Cornell Bookshelf (Nagowski)

-- The Sun's Opinion Section Has Suddenly Gotten Good (Nagowski)

-- Remembering the 11th (Nagowski)

-- Cornellian Tapped as Top Economic Advisor (Nagowski)

-- Cutting Pledging, and the Good Which Comes With It (EBilmes)

-- Why Cornell Should Not Close Fall Creek Gorge (Nagowski)

-- Welcome to the Class of 2015 (Nagowski)