The power of a star or how a school becomes a cultural icon
Author: Prof. Benoît Heilbrunn
The landscape of business schools is often stuck in conventional and standardized discourse. These institutions proclaim themselves as incubators of responsible and engaged managers, cultivating the best versions of themselves to impact the world. Yet, behind these promises lies a uniformity in both form and content. The graphic codes of business schools repeat themselves: blue logos, imposing capital letters, reassuring shapes like squares or rectangles. This visual consensus reflects a market that struggles to reinvent itself and offer a differentiating narrative.
An oblique stance, a broader vision
This is where ESCP’s star, often described as “Chagall-like,” comes into play. This simple, clear, and impactful symbol serves as a beacon in a world of constant change. Far from being just a branding element, this star represents a true contract of trust with students and the market, bringing a breath of fresh air to a sector where narrative innovation remains timid.
ESCP does not define itself solely as a business school. It embraces a broader approach, focusing not only on the trade of goods but also on the exchange of ideas.
In an increasingly uncertain and fast-changing world, the school values critical thinking. Its goal: to help students formulate the appropriate questions rather than imposing ready-made answers.
This affirmed humanism is at the heart of ESCP’s project. It is particularly evident in the way the school breaks with traditional business school norms, which often limit their branding efforts to classic merchandise (mugs, hoodies, caps). ESCP innovates with a bold collaboration in the world of streetwear, signaling a positioning that goes beyond mere trendiness.
A school turned cultural icon
This foray into streetwear is more than a publicity stunt; it is a real cultural strategy. By partnering with iconic brands and embracing a commercial icon like the sneaker, ESCP is not merely chasing trends. It claims its status as a cultural icon, reinforced by its leadership position in global rankings.
The choice of the sneaker as a medium for expression is highly symbolic. This object is a cultural marker that transcends social classes and professions. By branding an Air Jordan, ESCP sends a strong message: it is a school where everyone can follow their inner star, explore their talents, and break through social and economic barriers to thrive.
Nike has mastered the democratisation of performance by placing the consumer at the center of its narrative. Its slogan, “Find your greatness,” perfectly illustrates this approach, where the individual becomes the hero of their own success.
By integrating this mindset, ESCP reaffirms its commitment to accessible education and diverse career paths. Hence, the adoption of a fashion accessory that perfectly illustrates the evolution of modern managers’ wardrobes—transcending class, culture, and generations.
By entering the sneaker world, ESCP achieves a unique feat: bridging two giants of the sportswear market, Nike and Adidas. Few brands can claim to unite these two competitors, each with seemingly opposite brand narratives—Adidas’ technical performance focus versus Nike’s hyper-democratic philosophy.
This initiative aligns with ESCP’s long-standing values of social openness and accessibility. For years, the school has been committed to promoting equal opportunities and knowledge access for all, removing social and cultural barriers. By reinterpreting the humanist codes of the Renaissance, ESCP asserts an insatiable curiosity and a challenge to established norms.
The star as a catalyst for transformation
The partnership with Nike is not just symbolic. The brand is also synonymous with experience and co-creation of value—an area where ESCP has been a pioneer. The school was among the first to create the position of Director of Student Experience, illustrating its commitment to placing students at the heart of the learning process.
Far from a top-down academic model where knowledge is merely transmitted, ESCP fosters an approach in which students are active participants in their education. This dynamic aligns with the expectations of new generations, who no longer simply want to learn but to experience and co-create their future.
By choosing the star as its emblem, ESCP does not merely symbolize a direction; it embodies a philosophy. Rather than imposing fixed knowledge, it encourages exploration and the quest for meaning.
This oblique stance, stepping away from conventional paths, opens new perspectives for students and asserts a unique identity in the higher education market.
By disrupting established norms and partnering with strong cultural players, ESCP proves that it is more than just a school—it is an emerging brand with growing influence. More than a business school, it is a laboratory of ideas, an innovation platform, and a major actor in societal transformation.
Far from the industry’s conventions, ESCP is forging its own path, and its star shines with a light that shines well beyond the walls of the school.
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