Challenge XIII: Culture and Identity
Miller College has developed its own identity as a four-year institution with a great reputation. Full distinction has been recognized from Kellogg Community College which is housed on the same campus. The high academic reputation, great personal service to students, and commitment to the community is recognized and applauded. To focus on the College’s own identity, Miller College has accomplished the following through its outreach:
Themes from Community Stakeholders, the Miller College and Miller Foundation Boards, Students, Alumni, and Friends of the College:
Branding Miller College
Miller College hosted a Branding Session on July 22, 2011 with Mr. John Hambrick, Consultant. John is an experienced branding leader who has worked in both the Agency and Corporate side. His 25+ year career has been devoted to the development & nurturing of brands across a range of industries in both B2C and B2B domains. John has worked with iconic brands including Sony, McDonald's, Marlboro, Heinz, Pepsi, Chevrolet, Suave, TAG Heuer, and Miller, among others. And his work has been honored numerous times, including multiple EFFIES, POPAI, ADDY, and London Advertising awards.
In his presentation to Miller College students, faculty, staff, and guests, Mr. Hambrick shared the concept of, Enlightened Branding: Engaging On Brand Values to Make Your Organization More Valued
Mr. Hambrick noted that “in this era of hyper-connectivity and ubiquitous social media, it's never been more important . . . or challenging . . . for organizations to be distinctive, consistent, and aligned with their markets. The best management strategies, however, still have a common power source: brand vision. Because a brand is more than a product idea, or service philosophy, or marketing communications element; it's a clearly defined and compelling set of differentiating values that inform beliefs, inspire behaviors, and ignite loyalty . . . inside and outside an organization. And when we lead & operate from these values, we create shared purpose & experience that elevate our brands and make them more valued . . . which, in turn makes our businesses more valuable.”
On July 22, 2011 Mr. Hambrick shared, “ branding trends, essential implications, and the bedrock imperatives so brand leaders are better equipped to create branding strategies that unite & engage all the diverse stakeholders required for success.” As a result of that experience/workshop with Mr. Hambrick, the Marketing Department at Miller College developed a Brand Naming Contest as received many following submissions for the College Brand. A survey from the Marketing Department was distributed to the students, faculty and staff and after many entries, the tagline for Miller College became: Personalized Education, Professional Results.
Designed and created by DDM Marketing & Communications.