Alex Jaritz ’97 believes deeply in the value of travel to broaden people’s perspectives, and in the importance of hospitality in opening doors to life-broadening experiences. As Hilton’s senior vice president and global head for the new and game-changing brand Tru by …
Toward the end of the summer we will be rolling out two major marketing and communications initiatives that have been in development for more than a year. The first is a brand-new look and feel for the school. The second is the launch of our new SHA website. We can’t wait to share them with you.
Our new brand identity reflects our positioning not only as a world-class business school grounded in the hospitality industry, but as The World’s Most Adventurous Business School. Like hospitality itself, our alumni and students are everywhere in the world, but being adventurous means more than being everywhere.
What is your brand? And why does it matter?
Register Now for Free Online Course Career Planning: Craft Your Professional Brand
Professor Kate Walsh is partnering with eCornell to develop and deliver a free online course titled Career Planning: Craft Your Professional Brand, open to any professional in any industry.
When we hear “brand,” we might think “logo.” “Emblem.” “Insignia.” Basically whatever you see on a company’s products, marketing materials, buildings, uniforms, etc. that command recognition and familiarity.
Certainly the visual component plays a huge role in brand recognition, but “brand” is a far more multifaceted and intangible entity. It’s not just a pretty image, a witty tagline, or a catchy jingle, although all of those are expressions of a brand’s identity. But just as you wouldn’t simply cite a best friend’s favorite color and tastes in music to describe his or her personality, “brand” goes far deeper.