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BRAND MANIFESTO

We believe business is a power of positive change — from healthcare to energy, to technology, and in the marketplace of human interaction.

We are a laboratory for the curious and a springboard for the tenacious and bold. We are a training ground for leaders, giving them the skills and the confidence to make their unique mark on a future distinguished by uncertainty.

We resolutely prepare our students for business models and opportunities on the leading edge of disruption. We expose them to the rich diversity of people, cultures, and disciplines found at one of the largest research universities in the world. We challenge them to live and work with authenticity, purpose, and compassion.

Our roots are in Austin, an unrivaled launch pad for the ideas of enterprising thinkers and doers. With access to extraordinary people and resources, our students can immerse themselves in hands-on experiences that strengthen, inspire, and refine their character.

Success has never been a solitary path, more so in the future. So we engender a competitive yet collaborative spirit that propels us to achieve as individuals while working together to advance the world further, faster.

We are Texas McCombs.

POSITION

Our positioning idea explains the two simple tenets that underpin what we do and how we choose to do it.

Human Centered

As a culture, we connect with one another in a way that acknowledges each other's strengths — we are cooperatively competitive.

Future Focused

Our graduates are prepared to lead in an uncertain future, because stretching beyond what we know is how we tap into what comes next.

We measure our success by the contributions we make to society and the world at large. Research drives the experiences that enable our alumni network to be what it is — recognized for pioneering innovation in business, government and society.

Human Centered. Future Focused.

Texas McCombs thrives on the talent and innovation that surround us. We are grounded by smarts, hard work, open collaboration, and belief in enterprise as a positive means of improving our world.

Focusing on ideas that matter, in an environment that hums, we approach the future as part of a network that knows no bounds.

NOTE: "Human Centered, Future Focused" may be used as a tagline in targeted situations.

BRAND PERSONALITY

Enterprising

Energetic, ambitious, adventurous, collaborative, cooperative, industrious, entrepreneurial, agile, dynamic, pioneering, risk takers.

Tenacious

Persistent, grit, hard-working, dogged, unyielding, doers, action-oriented, hopeful, fit, initiative.

Curious

Inquisitive, innovative, flexible, open, persistent.

Authentic

Reliable, honest, transparent, credible, inclusive, accountable, generous, friendlyImage Added

PLATFORM

Make It Here

The brand platform for the McCombs School of Business is “Make It Here”. This phrase is not a tagline but rather encapsulates the essence of the institution. The platform is the North Star that all communication should ladder up to.

SUPPORT PILLARS

Human Centered   |   Ideas Launched   |   Individual Intersected   |   Future Focused

The brand platform is influenced and formed by the support pillars that provide the framing through which we can understand the essential truth. While “Make it Here.” is our rallying cry, our brand pillars are our core beliefs that define who we are and how we think and speak. They’re a distillation of values to identify what truly drives us and makes us unique. All of our messaging should reflect these values, and we encourage all new messaging to be reviewed against these pillars as a litmus test for brand consistency.

TONE WORDS

Progressive   |   Dynamic   |   Down-to-Earth   |   Enterprising   |   Optimistic

Tone words inform our brand voice and may be dialed up or down depending on the context of the messaging. Taken together, the platform, supporting pillars, and tone words provide the road map for constructing the McCombs School of Business brand.

RATIONALE

Our brand rationale defines who we are as an institution. The more familiar you are with the rationale, the easier it will be to create truthful and compelling messages for the brand.

“In the state of Texas, in the city of Austin, we do things a little differently. We’re a bolder kind of business school – unafraid to stray from the traveled path. When the world looks for changemakers, we raise our hands. And when the business needs something different, we raise the bar. We invite the commotion, the collaboration, the push for better thinking. We don’t follow the lead; we lead the charge for change. So if you’re looking to blaze the world’s next path, make your way here. Because what starts here changes the world. Make moves from the ground floor to the head of the boardroom. Make something new. Make something bigger. Make room for everyone to have a seat at the table. If you want the business world to change, we’ll greet you with open arms and three simple words: MAKE IT HERE.”