Should you think bravely on your kellogg application


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Should You "Think Bravely" on Your Kellogg Application?

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Should you think bravely on your kellogg application

  1. 1. Should You "Think Bravely" on Your Kellogg Application?
  2. 2. Should You "Think Bravely" on Your Kellogg Think Bravely: we believe that business can be bravely led, passionately collaborative, and world changing MBA Admissions Consultant |
  3. 3. Should You "Think Bravely" on Your Kellogg Kellogg recently launched a new "motto" that reads: "Think Bravely: we believe that business can be bravely led, passionately collaborative, and world changing." The introduction of this laboratory-cooked slogan caused much hand-wringing among Round 1 applicants, so now that we have a moment, we wanted to address it and help out those of you applying to Kellogg in Round 2. So, should you focus your applications on "Thinking Bravely"? MBA Admissions Consultant |
  4. 4. Lets break it down.New Kellogg Dean Sally Blount, who spearheaded thisyear-long attempt to create a slogan, believes that thisstated philosophy is truly unique.It has been drummed into several information sessionsthis fall and has become a touchstone of the Kelloggmarketing message. MBA Admissions Consultant |
  5. 5. Here is one quote where Dean Blount breaks it down, from a fairlyrecent interview on the website Poets and Quants:“There is no other business school I think that can say we believethat business can be bravely led, passionately collaborative andworld changing,” insists Blount. “But that is what Kellogg is about.Kellogg got on the map because we were different. We cared deeplyabout how you build a strong organization and how you get peopleto work together more effectively. We’re all about hard work andambition but doing it with low ego. It’s all about pushing the agendaof the organization forward. It’s about reclaiming that andreexamining how do we teach that in the 21st century. There is noother school in the world that can claim that as readily as we canbecause of our history and our culture.” MBA Admissions Consultant |
  6. 6. Before we give our advice on how to handle this in yourRound 2 applications, we should look at the biggerpicture for a minute.There are more than a few business schools that will notdoubt take exception to the claim that "no other businessschool" can say these things. Does any other schoolhave that same exact motto? Of course not.For starters, "passionately collaborative" … that soundslike something a 15-person project team came up withand barely makes sense. MBA Admissions Consultant |
  7. 7. Whartons mantra of "innovation through collaboration"makes sense to us. It means the best innovating takesplace when you work hand-in-hand with others. Got it.What is passionate collaboration?We have no idea.Maybe hugging each other really tightly?Toasting a mug of beer with a little more gusto?Smiles for everyone at the coffee shop?You get the idea. MBA Admissions Consultant |
  8. 8. How about being "world changing"?Well, every top business school thinks of themselves thatway. Harvard has it in its own slogan ("We educateleaders who make a difference in the world"), as doesStanford ("Change lives. Change organizations. Changethe world.").Leading bravely? I guess thats a new one, but Chicagoneighbor Booth has displayed a fond appreciation of riskand courage for years. MBA Admissions Consultant |
  9. 9. To be brutally honest, theres nothing "new" or"revolutionary" about Kelloggs new slogan. Moreimportantly, theres nothing that is yet new about Kellogg.Just because a business school dean, in her first majorpush, has put a task force together to create a brandinghook, that does not mean that decades of culturecreation, faculty building, and alumni spawning goes rightout the window.Kellogg is still a place that puts a premium on soft skills. It is still a place that prizes teamwork (its just"passionate" now!). MBA Admissions Consultant |
  10. 10. Its still a place that features a "play hard" dynamic ofpeople having fun and enjoying the experience outside theclassroom (as does Stanford, as that cultural aspect ofGSB did not just vanish the minute they got a fancy motto).So where does this leave us?For applicants who want to nail the DNA of Kellogg, ouradvice is simple: do not throw out all the evidence we haveof what Kellogg is and has been for years. Do not sacrificeyour passion for teamwork, your stories of helping others,and the showcasing of a well-rounded personality (social,fun, kind, engaging), all in favor of "thinking bravely." MBA Admissions Consultant |
  11. 11. Can you throw the motto in somewhere?Sure, why not. Specifically, Kellogg has provided anEssay 4 "choice" essay option for this. It can also be astrong aspect of a leadership example in Essay 2.It can also be the theme of Essay 3, in terms of who youare. But try to keep it to one of those uses, and then bringthe rest of "you" to the table in the other spaces.Just remember that Sally Blount will not be reading youressays. Turning in a four-essay soliloquy on how muchyou love the new marketing slogan is not going to impressa reader in the Kellogg admissions office. MBA Admissions Consultant |
  12. 12. Telling a Kellogg alum in an interview that you have"bravely led" teams is going to evoke nothing more than aneye roll (not outwardly, of course, and not even aimed atyou - rather aimed at the fancy new marketing slogan).Dont play to the sound bite, play to the full, rich culture ofKellogg. Most importantly, be yourself and let your naturaland appealing qualities come through without trying topackage them into a slogan that sounds like the Two Bobsfrom "Office Space" wrote it.And, not that they are asking, but we would give Kelloggthe same advice.- The Amerasia Consulting Group MBA Admissions Consultant |
  13. 13. If you are interested in our help on your Kellogg application, please email us at We arecurrently offering late-stage essay evaluation options for any remaining Round 1 programs and we are now taking free consults for interested Round 2 applicants.