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Harvard Business School
Ever wonder why admission at Harvard Business School is a perpetually hot ticket? Actually, the school’s real success is not about full classrooms, rather it is about mindshare. While many of its competitors don’t treat publishing as a crucial mission-centric endeavour, HBS has chosen to be known as a publisher and editor in the marketplace of ideas.
Key to its positioning is to be the source of 
communication for the most important ideas on the most important issues facing leaders. So the HBS label is on more than 7,500 products, offering wide public and professional access through magazines, books, videos, case study publishing, web sites and newsletters – products that ensure the HBS brand is always on, always working, always accessible and engaging.
The school has nurtured its identity as the key purveyor of business ideas so successfully that HBS is forever top of mind as business’s thought leader. Consequently, Harvard has no problem attracting the best and brightest students and faculty. And, as icing on the cake, in 2004, HBS Publishing generated $93 million n revenue. At a time when some see tremendous parity among our schools of higher learning, you would think more would try separating themselves form the pack by communicating the stories of their unique research and teaching.
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