rare to discuss branding in the context of a university, or of
a business school. After all, we don’t have customers or
products. We don’t try to gain market share by rolling
out periodic marketing campaigns. And yet, in one important way
our efforts are inextricably linked to the process that companies
go through when trying to build a brand. We have a strategy in
place to ensure that NYU Stern signifies and embodies certain
values and attributes in the minds of all our stakeholders – students,
faculty, staff, colleagues, and our counterparts in the private
sector. Beyond that, we strive to communicate our values consistently
and frequently to our different constituencies.
What are the components of the NYU Stern brand? A spirit of rigorous
interdisciplinary inquiry; an openness to the city that is our
home, and to the global context in which we live and work; a commitment
to excellence in teaching; and the ambition to grow, expand, and
deepen our knowledge base through research.
The Stern brand has been built over a century of sustained effort.
We have deep roots in finance and accounting. But over the decades,
as we have grown, and as our human and financial resources have
grown, we have expanded our horizons. Today, we are proud to offer
strong programs in a range of disciplines: from economics to marketing,
from management to information systems.
We strive constantly to invigorate Stern by recruiting new faculty,
by bringing a broad range of guest scholars and executives to share
their experiences with us, and by finding new ways to connect and
re-connect with members of our far-flung community. This September,
we are welcoming 11 new junior faculty to campus. We are also delighted
that Steve Florio, the former president and chief executive officer
of Condé Nast Publications, is coming to teach at NYU Stern this
fall. Our long-running CEO Series and the popular Author Lecture
Series both continue, with the appearance of business leaders such
as Larry Bossidy and Robert Rubin, respectively. And in October,
our Global Alumni Conference in Paris will feature presentations
on topics ranging from the future of the European Union to the
global luxury market.
SternBusiness is an integral part of these efforts to explore,
raise questions, and establish connections in New York – and
beyond. And this issue proves that members of our community have
significant intellectual contributions to make on the important
subject of branding. I hope you enjoy it.
Thomas F. CooleyDean