MBA-level Online Training For Companies
PROJECT: Name a new MBA-level online training product for business from eCornell drawing from a library of on-demand content from Cornell University.
REDSHIFT: In astronomy, a shift in the spectra of very distant galaxies toward longer wavelengths (to the red end of the spectrum); generally interpreted as evidence that the universe is expanding.
BRAND POSITIONING: Evidence that the universe is expanding, Redshift is the perfect metaphor for a system that enables and empowers the next-generation of business leaders to create expansive, sustained growth for their companies. The color red is an essential element of the Cornell University and eCornell brand identity; in fact, “Big Red” is the informal name of the sports teams, and other competitive teams, at Cornell University. So the client very much liked the dynamic reference to Cornell University, in the sense of “shifting” away from the ivory tower of academia (“Big Red”) to the “real world” of corporate learning, while still retaining its roots and academic bona fides. Expanding the universe of education beyond the university. “Shift” also suggests a new paradigm in online learning, as well as shifting the balance sheet “out of the red and into the black,” implying that this is good for a company’s bottom line. Redshift is authoritative, proven, credible and dynamic, a forward-thinking name for a progressive leader in online education.
“They met all the deadlines. They were great at discussion. They were creative and had a lot of great ideas.”
—Former CEO, eCornell
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