UNC Kenan-Flagler’s brand position – what sets UNC Kenan-Flagler apart – is the School’s emphasis on educating students in both the science (technical skills) and heart (interpersonal skills) of business.
Context for Our Brand Position
This emphasis on teaching the science and heart of business is the focal point of the brand and is central to the way the School is “Shaping Leaders | Driving Results.”
Tagline
The tagline "Shaping Leaders | Driving Results" is the shortest way to describe the brand position and we use exactly these words every time.
- Each of us reacts to word choices from our individual perspectives; if calling these two types of skills “hard skills” and “smart skills” works better for you, it is the concepts rather than the words “science” and “heart” that are most important.
- UNC Kenan-Flagler chooses not to say “soft skills” because in our experience, both types of skills require hard work to develop and refine.
- The words in the charts used on this site are the words on which members of the committee representing the many stakeholders of UNC Kenan-Flagler came to consensus. These charts are not intended to put words in your mouth, but instead to help alumni understand the brand position, so that you can express it in your own words and provide relevant examples from your experience with the School.
The School's Name
Great brands provide a consistent experience to their customers in every encounter, each of which can communicate and reinforce perceptions of the brand.
- Consistency begins with always referring to the business school by the same name: UNC Kenan-Flagler.
- The School was renamed Kenan-Flagler Business School in 1991
- Research done by UNC and the business school in 2000 confirmed that the UNC name had the greatest equity and awareness around the world and in branding work done in 2001 we again brought UNC prominently back into the school’s name for that reason.
- Using the name “UNC Kenan-Flagler” to the exclusion of other names for the business school – such as “Carolina”, “Chapel Hill”, “KFBS” or even “Kenan-Flagler” by itself – supports a consistent brand identity around the world.
More about:
Importance of a single focal point for the brand position
The science and heart of business