Goizueta MBA Student Brand Statement

Opportunity exists to better align our behaviors and actions with our Core Values

Last year, the behaviors and attitudes of many students brought attention to an underlying issue in the GBS community:

◦ While students believe in the 7 Core Values, as a community we were not necessary living these values everyday

Coming to class unprepared Dressing inappropriately for guest speakers

Coming to company presentations late Asking inappropriate questions

Poor performance on directed study projects

At times our behaviors and actions truly exemplify what it means to be a GBS student

2010 One-Year Class coming through during the flood first week of class

Full-Time 2010 Class support through son’s surgery

NYSE Euronext Leadership Conference

Brand Statement can provide the pride and vision of what it means to be a GBS student

Last year’s GBA began discussions around something like a Code of Conduct, Manifesto, etc.

Student Brand Statement

100% Student-driven

Motivational and inspiring messaging

Something to show who we are as students and as a community

Hold ourselves and our peers accountable

Progress has been made but we still have some ways to go before the final rollout

Lead Week brainstorming session◦ All 2nd year students were included in a ‘World Café’ setting to add comments

on what would become the Brand Statement

Ongoing conversations amongst Brand Statement Team◦ Nana Stephens, Daniel Graham, Nathan Deasy, Teresa Devoto, Andrea

Jackson, Eric Schwartz, Pooja Bansal, Maria Jaramillo, Jeff Miller, Jeff Davis, Liz Stanton

Creation of Brand Statement concept Feedback from 1st and 2nd years

◦ 1st year members added to the team

◦ Removal of Brand Council

Goizueta MBA Student Brand Statement

Identified Goizueta MBA Student Brand Statement Stakeholders

Goizueta MBA

Student

Self

Peers

Faculty

Community

Version #1

"Goizueta students are passionate and committed leaders that act with integrity, professionalism and respect. We embrace the thought of an ever-changing, diverse world and aspire to lead in the future with humility, intelligence and purpose.

We keep our word, give example though our actions and positively influence the people around us through our collaborative spirit. We seek to honor the Goizueta Business School's core values and hold each other accountable to protect and preserve the Goizueta brand and all the privileges it bestows upon us.”

Version #2

"The women and men of Goizueta lead with – and are led by – our core values: Courage, Integrity, Accountability, Rigor, Diversity, Team, and Community. In concert, these seven give us the principles we stand for:

A work ethic defined by passion and commitment.

A collaborative spirit defined by empathy and professionalism.

A leadership style defined by service and vision.

These principles are more than the heritage of Roberto C. Goizueta; they comprise the examples we set everyday through our actions. Roberto Goizueta’s life was marked by quiet accomplishment on a global scale. As students and alumni, faculty and staff, we continue the legacy. We do what’s right, we do it well, and we do our best.

To our history, we give tribute. To our peers, we give of ourselves. And to Goizueta and Emory, we give thanks. As principled leaders for global enterprise, we are more than a school. We are a tradition.”

Version #3

"The students of Goizueta lead with – and are led by – our core values: Courage, Integrity, Accountability, Rigor, Diversity, Team, and Community. These seven values epitomize what we strive to represent:

A work ethic defined by passion and commitment.

A collaborative spirit defined by empathy and professionalism.

A leadership style defined by service and vision.

These principles are more than the heritage of Roberto C. Goizueta; they comprise the examples we set everyday through our actions. As students and alumni, faculty and staff, we continue the legacy. To our history, we give tribute. To our peers, we give of ourselves. And to Goizueta and Emory, we give thanks.”

Drafted Cloisonné Lapel Pin Designs

Drafted Die Struck Lapel Pin Designs

Summary of Draft Pin Designs

Goizueta MBA Student Brand Statement

In order to launch the Brand Statement, a two-phase execution should be considered

Phase I (Fall 2009 semester):◦ Develop final version of Brand Statement and design lapel pins

◦ Reveal to MBA programs (may be different for each program; leaders for each MBA program will be responsible for revealing it at the best time and in the best way for their program)

Phase II (Spring 2010 semester):◦ Create a multi-program committee that will be responsible for determining

how to make the Brand Statement become a living part of the Goizueta culture [Class of 2011 lead]

◦ What might be considered… Hang Brand Statement in the school Use as a template for Brand Check guides Incorporate into Welcome Weekend and Orientation activities

Next steps needed for Phase I

Contact Program Directors and student leaders in the Evening and Executive MBA programs

◦ Submit proposal of the Brand Statement to both programs

Continue to receive and incorporate feedback into the Brand Statement Vote on lapel pin designs to select pin for the full-time MBA’s Create multi-program committee, who will be responsible for

approving the final Brand Statement◦ 2 full-time MBA’s (1 MBA10, 1 MBA11)

◦ 2 EvMBA’s

◦ 2 ExecMBA’s

Reveal to MBA10’s and 11’s during the last week of class in a pinning ceremony

Proposed Phase I Timeline

Goizueta MBA Student Brand Statement November 16 – Submit to class (First Class) for final review and comments Week of November 16 – Submit to Evening and Executive MBA representatives Week of November 23 – Final vote of approval by selected committee

Lapel Pins November 16 – Place lapel pin order November 30 – Receive lapel pins

Brand Statement and Lapel Pin Launch Week of November 30