Metropolitan College of New York

The former Audrey Cohen College had outgrown its name. We helped create a new name that captured what the college’s true positioning and gave it a platform to grow: Introducing Metropolitan College of New York.

Situation

Nestled in th e heart of New York’s Tribeca, The Audrey Cohen College was evolving. With a concept of purpose-centered learning, it was becoming one of the world’s first true metropolitan colleges. President Stephen Greenwald wanted to capture that positioning in the institution’s name.

CoreBrand was engaged to validate the metropolitan college positioning, help develop name candidates and manage the Board through the naming process.

Solution

After primary research with a range of key audiences, we advised the President to proceed with the name change.

This was not a simple recommendation. Audrey Cohen, a visionary educator, had founded the college in 1964. Ultimately we recommended the College to retain the Audrey Cohen name for the humanities school. We developed and tested a wide range of names, ultimately recommending Metropolitan College of New York. Our final challenge was to present our recommendation to the Board and facilitate a discussion of the pros and cons.