Brand Inside Meets Brand Outside

An organization must look inside to build and manage a strong brand on the outside. Organizations with strong, admired corporate brands all have one thing in common -- a strong, aligned culture. The Argosy University has a mixed record in extending its brand. It was time for Argosy University to dev...

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Bibliographic Details
Published in:Design Management Review 2008-04, Vol.19 (2), p.21-28
Main Authors: Speak, Karl D., Hanson, Gilman
Format: Article
Language:English
Subjects:
Brand equity
Brand identification
Brand loyalty
Brand names
Case studies
Colleges & universities
Core curriculum
Corporate culture
Customers
Education
Employee involvement
Executives
Marketing
Nonprofit organizations
Success
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Description
Summary:An organization must look inside to build and manage a strong brand on the outside. Organizations with strong, admired corporate brands all have one thing in common -- a strong, aligned culture. The Argosy University has a mixed record in extending its brand. It was time for Argosy University to develop and execute a dual brand-building program. A well-developed brand platform provides a practical framework that can be used to guide the organization to consistently deliver what is most important to its customers and prospects. A fundamental benefit of internal brand building at Argosy University was the beginning of a culture that was aligned and energized. Hanson Associates developed a conversational and compelling message style, supported with interpersonal visuals, to create a warm and engaging set of materials that helped to increase prospect applications and supported students' experiences with relevant information.
ISSN:1557-0614
1948-7169
DOI:10.1111/j.1948-7169.2008.tb00114.x