1. Leveraging Culture, Building Brand at Berkeley-Haas Richard Kurovsky Chief Marketing Officer, Haas School of Business University of California, Berkeley June 14, 2012

3. Solving 21 st -Century Challenges = Business Opportunity Path-bending leaders use their talents to enable society to correct an unsustainable course – as part of a profitable business strategy.

4. Codify Codify

5. Question the Status Quo Confidence Without Attitude Students Always Beyond Yourself

6. “These principles have always been the Haas heartbeat, but we have never used them so deliberately to shape our community and to differentiate ourselves in the marketplace.” --Dean Rich Lyons

7. Getting Faculty to “Go Deep” Berkeley-Haas faculty members voted unanimously to approve the new innovative leader curriculum, and supported the adoption of the defining principles.

8. Great Organizations Have Great Cultures: Southwest Airlines

12. The Berkeley-Haas Defining Principles Program Overview | Culture “ The Air Force culture puts ‘service before self.’ Here at Berkeley-Haas, that same idea is expressed as Beyond Yourself. It speaks to the importance of choosing your career based on the impact of what your work can have on the world.” Bernie Murphy, MBA 12 “Going back to school after being in the workplace shows you just how much you don’t know. It’s been a real privilege to be back in the classroom. It’s also a reminder of how important it is to keep on being curious, to be a Student Always.” Sameera Chilakapati, MBA 12 “Confidence Without Attitude is about showing the depth of your experience through what you do, not just what you talk about. My classmates have had such rich experiences in their careers and lives…when we work on team projects, it becomes easy to recognize each team member’s merit.” Marissa Chacko, MBA 12 “New core courses such as Problem Finding, Problem Solving and experiential courses such as Entrepreneurship drive you out of your comfort zone. They teach you different modes of thinking. They challenge you to think creatively and go deep to the root of real-world problems.” Jesse Tejeda, MBA 12 Question the Status Quo Beyond Yourself Students Always Confidence Without Attitude

17. Digging Deep on Culture Admissions: Essay questions, interviews, and letters of recommendation (MBA programs). Student Recognition: Commencement honors for MBA and Masters of Financial Engineering students. Faculty: Faculty orientation day includes defining principles. Staff Recognition: Outstanding staff awards for commitment to defining principles. Soon – Hiring. New Culture Staff: With resources to make things happen. Curriculum: Problem Finding Problem Solving – required MBA course teaches how to question the status quo.

18. Haas Culture Metrics 50% of Haas alumni of past 10 years and 30% of those graduating in prior years know the Berkeley-Haas Defining Principles. -- 2011 alumni survey. 90% of Class of 2012 Full-Time MBA students agree with the statement, “My classmates display confidence without attitude.”

19. Conclusion We’ve only just begun…