The Goodman School of Business is a facet of Brock University, a post-secondary institution boasting national leadership and innovation in several of the programs in their academic portfolio. The business school naming repositioned the brand from a business department to an esteemed, named business institution, named for Ned Goodman.
Our challenge was to find a simple tagline to represent Goodman, with all of its academic prowess, its reputation for grit and its unique positioning in the marketplace. We had several audiences to speak to, all of them to find meaning in these simple words, that would recruit prospective students, represent the experience of current students, engage the faculty and staff and build pride in alumni.
The language we landed on is "Get there with Goodman." We love this statement for its simplicity, its ability to convey the goal in any measure that it is applied, its indication of the bigger picture of the Goodman School of Business. We see "Get there with Goodman" as the long-term objective, while simultaneously those small steps that we mark along the way. "There" is the boardroom, the first round of funding, the international exchange, the last exam of the semester, the grade you've been working so hard for. Goodman is a whole and rounded experience, "get there" gives space for every piece of it.