Business Model

When the University of Southern California’s business school found itself in a rankings slide, college officials decided to practice what they teach and establish a brand-building campaign. Not an easy task for a not-for-profit organization with a limited budget.
Enter Robert Wynne, director of communications, who was hired to generate noise about the renamed Marshall School of Business. After doubling his staff and armed with a $500,000 budget, Wynne set out to meld the image of the MBA program, undergraduate program and other departments into a cohesive whole.