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Wall Street Journal
Wharton Uses ‘Knowledge’ to Launch Branding Effort
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The Power of Wharton Knowledge

Knowledge developed at Wharton reaches millions of students and professionals each year in every field of business and entrepreneurial enterprise. Wharton has one of the most published faculties among business schools worldwide, the largest global alumni network and six language editions of Knowledge@Wharton with more than 1.8 million subscribers.

All of this shared acumen is a vital brand component for Wharton, but it is how that knowledge is translated into action that is the real brand story—often untold.

Wharton knowledge, certainly unmatched in scope, combined with the passionate, entrepreneurial energies of our students and alumni, makes for a dynamic community: a place where knowledge fuels action with ever-expanding consequence for the world.

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Penn's founder Benjamin Franklin believed that the inclination and ability to serve mankind should be "the great aim and end of all learning." At Wharton today, we hold fast to Franklin's value. The aim and end of all our learning here — whether in the classroom, in our research centers or in our collaborations with government and industry — is to create knowledge with consequence for the world.

Wharton's comprehensive brand and identity initiative certainly revealed as much. Rigorous research and self-analysis has unearthed a powerful, flexible theme of which we can all be proud. "Knowledge for Action" draws upon the great qualities that have always been evident at Wharton: rigorous research, dynamic thinking, and thoughtful leadership.

Innovation, global presence and social impact still form the foundation of all that we do, but now with this brand communications platform, we have some exciting new ways to tell our distinguished and ongoing story.

Dean Thomas S. Robertson



Infographics
Our new brand platform, Knowledge for Action, uses infographics to depict the impact of Wharton knowledge in visually compelling ways. See infographics on Flickr »