Three Options, And Three Options Only, For Saying Our Name, Bitch

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From: Dean Ted Snyder
Date: Tue, Nov 11, 2008 at 4:02 PM
Subject: How to refer to our school
Chicago Booth Community,

Our announcement
of David Booth's very generous and powerful vote of confidence in our business school and our rebranding the school The University of Chicago Booth School of Business have been nothing short of historic. The feedback has been as extraordinary as the gift and the naming of the school itself.
To clarify, there are three ways to refer to our school:
*The University of Chicago Booth School of Business
*Chicago Booth
*Booth

The rebranding of the school has empowered us to move away from a generic description, Graduate School of Business or GSB, to Chicago Booth, which has the potential to become a world class brand befitting this world class institution. Our goal is for Chicago Booth to be the best business school in the world and to be recognized as such.
We believe that referring to the school by name rather than by its initials will go a long way in helping us achieve this goal. We would like to elicit your support and help in successfully launching our new brand. When referring to your school, please use The University of Chicago Booth School of Business, Chicago Booth or simply Booth. Please resist the temptation to call the school the BSB or the Booth School of Business.
I am confident that propelled by David's record breaking gift and the amazing press coverage we've already received, your thoughtful stewardship of the Chicago Booth brand will be just what we need to achieve unprecedented levels of broader recognition, familiarity and respect exceeding that of any other business school.
Thanks for your help and support.
Ted

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