Some outside the executive education business unit were also cautious about the shift.

The concern
was that something might be lost when physical marketing materials gave way to an online
presence. Brian Kenny, chief marketing officer responsible for the HBS brand, was broadly
enthusiastic about the use of online media, but argued that some elements of the brand benefitted
from the “gravitas” of the printed form. He stated, “The Alumni Bulletin magazine, for example,
needs to be in print. And although Harvard Business Review can deliver some of its content
electronically, there is still a place for the magazine on the bureau or coffee table. The brochures
that show the diversity of our executive education offerings, expensive though they are, convey a lot
about the scope and substance of our programs.” Professor John Deighton and Research Associate
Leora Kornfeld prepared this case. HBS cases are developed solely as the basis for class discussion.
Cases are not intended to serve as endorsements, sources of primary data, orillustrations of effective
orineffective management. Copyright © 2010, 2012 President and Fellows of Harvard College. To
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