University at Buffalo School of Management

2 Buffalo Business Autumn 2016 Here is how we tell our story The University at Buffalo did more than unveil a new identity and brand strategy in April. It launched a new way to tell the UB story boldly and authentically — in a way that shines a spotlight on the people who make the university exceptional and distinctive. Never before has UB embarked upon a strategic, university-wide approach to consistently communicate its mission and impact on the world. In spring 2015, the university began a journey of self-discovery, prompted by a changing higher education landscape and a need to strategically communicate its distinctive and differentiat- ed reputation in a clear and meaningful way. The new strategy features two key components, both of which resulted from a yearlong process involving the expertise and input of thousands of alumni, students, faculty, staff, prospective students and community members. The first component is a brand framework that con- veys UB's distinctiveness. It is a university-wide strategy that defines who we are, what we do and why it matters. Based around a concept called "Here is How," it presents UB as an extraordinary university in an extraordinary city — an institution that represents not only a place, but also a unique way of getting things done. startups "'Here is How' captures UB's unique personality, ex- pressing distinctive traits and attributes identified over several months during the initiative's research phase," said Nancy Paton, vice president of com- munications. "UB is an ambi- tious and inclusive community of big thinkers and doers. We are tenacious in pursuit of our goals, and we bring a global context to all that we do." The School of Management has been actively contributing to this effort since its inception, and you will see stories through- out all our communications that showcase how our alumni, students, faculty and staff make an impact on our global society. Just as important as the "Here is How" framework, the new identity and branding initiative is focused on clearing up longtime confusion about the university's name, Paton said. For what may be the first time in UB's history, all of the university's schools and units will be aligned un- der one official name: the "University at Buffalo," with the interlocking UB as the official university logo. UB's affiliation with the State University of New York will continue to be a major part of the university's name, particularly for international markets where the SUNY name is widely known and valued. UB's long-term identity and brand strategy will be fully implemented over the next several years, and its ultimate success will be measured over time — in increased recruitment of the best and brightest students, faculty and staff, and increased research funding, awards and championships. x School of Management passes accreditation review with flying colors The School of Management has once again been accredited by AACSB International –The Association to Advance Collegiate Schools of Business. AACSB accreditation is the hallmark of excel-

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