The brand position phrase “science and heart of business” is a conceptual construct by which to communicate about UNC Kenan-Flagler – it is NOT a tagline (which remains “Shaping Leaders| Driving Results.”) In addition, the words in each of these two circles are representative rather than all-inclusive.
The "science of business"
Looking at the circle on the left above, top-ranked business schools have long selected the most intelligent, hardworking, ambitious and accomplished applicants and taught them technical skills for business – analytical methods, problem-solving models, the ability to develop strategy, and critical thinking.
The UNC Kenan-Flagler brand position – how we’re “shaping leaders driving results”
Where the two circles overlap, UNC Kenan-Flagler is in a much smaller set of top business schools actively focusing on both types of skills in the student experience to help students master the critical behavior skills that make them more effective leaders. And UNC, the oldest public university in the United States, was focusing on both types of development for students in its business programs long before many others considered it.
The "heart of business"
Looking at the circle on the right, some schools have devoted time to the interpersonal and emotional intelligence skills that together with technical skills, distinguish the most effective business people – people who are not only strategic and technically skilled, but who are the most effective at communicating and influencing, leading, inspiring and working with and through other people. And people prepared to navigate tough choices with integrity, responsibility and courage. UNC Kenan-Flagler ensures students get practical experience applying these skills to strengthen them and learn through repeated practice, feedback and reflection.