The branding of business education is changing.  A recent New York Times article discusses multicultural theory in business schools, with a focus on the Rotman School of Management at the University of Toronto, where the dean, Roger Martin has overtly embraced the importance of critical and creative thinking skills in business education. Sweeping curriculum overhauls in business schools are increasing. Notably, Stanford’s business school underwent a complete restructuring of the entire MBA program 3 years ago to include greater emphasis on squishier leadership issues and the active consideration of multicultural perspectives throughout its coursework. Singapore Management University (my former employer) launched an innovative MBA program last year that focused on critical thinking in a interdisciplinary context (with a heavy emphasis on leadership, as opposed to management), going well beyond the more conventional quantitative reasoning of many MBA programs. The first cohorts of students, which I had the pleasure to teach, were outstanding. In my field of marketing and branding, the intersection of the vertical disciplines (finance, marketing, sales, operations, HR...) and horizontal needs (working collaboratively in teams of cross-disciplinary people, for example) has been occurring for some time in industry, and it is a key focus of my next book Competitive Success-How Branding Adds Value. Peter Drucker remains the undisputed father of modern business thinking, and he described the importance of looking at business from a cross-organizational perspective (i.e. a point of view that can easily translate into multicultural), as opposed to a collection of vertically distinct disciplines, decades ago (see The Economist). For business education to prosper in the future, and for disciplines such as marketing in particular, broadening its definition and reshaping its practices to reflect the inherent dynamism of business is vital to success. This includes expanding business education to encompass the kind of critical thinking skills found in a liberal arts education.