Market research conducted by communications firm Fleishman-Hillard led to the new tagline for the school: "Achieve. Lead. Succeed." It is being incorporated into all of the business school's promotional materials.

College of Management Dean Terry C. Blum says this tagline was the most appropriate of the dozens considered, given the school's goals "to achieve, with integrity and professionalism; to lead, with truth and candor; and to succeed, with grace and humility."

According to Fleishman-Hillard, this succinct and forceful tagline conveys the continuity of education, performance, and reward. "Achieve" expresses that our graduates are achievers academically and in the real world; "Lead" shows how they are ahead of the competition, ready for leadership roles; and "Succeed" promises rewards for both graduates and employers.