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GSU/J. Mack Robinson College of Business


The J. Mack Robinson College of Business is the business school of Georgia State University.
RCB educates more than 8,000 students per year, and their part-time MBA program is ranked 14th nationally. In 2007, RCB realized a compelling brand positioning was critical to drawing resources to the college: students, faculty, administrators, donors, partners and engaged alumni.



Dracos~Lemming was hired to research:

  • RCB’s competition locally, regionally and nationally

We then developed an ownable positioning that was both authentic and comprehensive.



The brand positioning was adopted by all key constituencies and remains the bedrock of their marketing & communications today.