Very rarely do we get caught up in trying to spot trends in terms of which schools are "hot" at any given moment.
This is mainly because narratives tend to overreact in the moment, only to fade over time ("Wharton is going off the rails" - 2013 .. "Stanford is mired in sexual harassment scandal!" - 2015), but also because so much of trying to spot these trends is about reacting to anecdotal evidence from a small sample size. Put another way: you are just hearing your clients buzz about schools and express their opinions. Is that enough to go all-in on? No, definitely not. But can you sometimes spot an interesting new trend or pattern? I think yes, sometimes you can.
We just finished the Round 1 gauntlet (for the most part - yes, we're talking to you, NYU Stern applicants!) We noticed in the October flurry that many of our clients were concerned about Kellogg's new marketing slogan. In case you haven't noticed, 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"? Let's break it down.