Founded by Harvard Business School and Filipino business leaders and scholars in 1968, the Asian Institute of Management (AIM) is a storied institution. With an enviable alumni network, AIM is recognised for nurturing a generation of regional business leaders and influencers. Nonetheless, recent enrolments were trending down due to rising competition and AIM’s lack of a compelling purpose.
Working with Interbrand in 2015, the institute discovered that to move forward, it needed to look back. Together, we identified three foundational strengths it could build on as it sought to move forward: its focus on creating societal impact, its unrivalled understanding of emerging Asia, and its value-add of accelerating student growth.
In other words, AIM would–as it has always done–empower its stakeholders to “Lead. Inspire. Transform.”
This inspiring promise led to a bold and disruptive creative expression, helping AIM stand up, stand out, and stand for something. In a sea of monochrome suits, the AIM brand, like its students, is now meaningfully different.