Purdue Krannert

Purdue Krannert

Higher Education

Technically Speaking: “engineering” a New Brand of Business

When the larger, surrounding university is known worldwide for being an astronaut factory, it’s nearly impossible for that university’s business school to cast a brand shadow over its engineering school.

As well it shouldn’t.

Instead, after partnering with idc, Purdue’s Krannert School of Management wisely embraced its larger engineering brand strength—and, more specifically, the tangible strength of Purdue’s uniquely diverse and relentless R&D infrastructure—to fine-tune its value proposition as the business school for tech commercialization.

After one admissions cycle with its newly focused brand message playing out across a website, a video series, numerous print materials and other integrated campaign tactics, Krannert’s graduate-student enrollment is not only poised to increase, but also attract more qualified, analytics-hungry prospects.