April 26, 2012

“Knowledge for Action” Media Coverage

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Wharton knowledge is unmatched. This, combined with the passionate, entrepreneurial energies of our faculty, students and alumni, makes for a dynamic community: a place where knowledge fuels action with ever expanding consequence for the world.

An extensive exploration of Wharton’s identity led by Dean Thomas S. Robertson and a team of committed faculty revealed just how central the creation, dissemination and impact of knowledge is to the Wharton brand.

See below for media coverage of our brand campaign.

  • August 23, 2012 | Forbes
    Wharton’s “Knowledge for Action” brand platform is featured in a story about making college an “irresistible brand.”
  • July 2, 2012 | Bloomberg BusinessWeek
    Wharton’s “Knowledge for Action” positioning campaign is mentioned in a discussion of MBA admissions.
  • June 28, 2012  | Wharton@Work
    Prof. of Marketing George Day explains how Wharton faculty employed strategies taught in Wharton’s Competitive Marketing Strategy program to develop the School’s “Knowledge for Action” brand campaign.
  • May 30, 2012  | Forbes
    Wharton’s new positioning campaign is featured in an article about successful branding.
  • May 14, 2012  | Times of India
    Dean Thomas Robertson is interviewed about Wharton’s new positioning campaign.
  • April 30, 2012 | PR Newser
    Wharton’s new brand campaign is highlighted, featuring commentary from Dean Thomas Robertson.
  • April 29, 2012 | Inside Higher Ed
    Dean Thomas Robertson is quoted regarding the data-driven process of defining the Wharton brand.
  • April 26, 2012 | Economist
    Prof. of Marketing George Day discusses the process of creating Wharton’s “Knowledge for Action” brand platform.
  • April 24, 2012BrandChannel
    Wharton’s “Knowledge for Action” brand platform is highlighted, featuring commentary from Dean Thomas Robertson, Prof. of Marketing Patti Williams, and Ira Rubien, executive director of Marketing and Communications.
  • April 18, 2012 | Daily Pennsylvanian
    Dean Thomas Robertson and Profs. of Marketing Patricia Williams and George Day are interviewed about Wharton’s new brand campaign, which is centered on the concept of “Knowledge for Action.”
  • April 17, 2012 | Today’s Campus
    Ira Rubien, Wharton’s executive director of Marketing and Communications, is interviewed about Wharton’s new brand campaign. (PDF)
  • April 16, 2012 | Technically Philly
    Wharton’s new brand campaign is highlighted, featuring recent commentary from Dean Thomas Robertson.
  • April 12, 2012 | Poets & Quants
    Prof. of Marketing George Day, who chaired the faculty committee to create Wharton’s new brand campaign, discusses the rigorous, data-driven process of defining the Wharton brand.
  • April 4, 2012Wall Street Journal
    Dean Thomas Robertson discusses Wharton’s forthcoming brand campaign that underscores the School’s focus on knowledge, analytics, and rigor.
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