St. Cloud State University: Herberger College of Business
When the Dean of the Herberger College of Business asked us to rebrand the institution, she wasn’t looking for hype. She wanted a marketing message for people who teach marketing.
So we went to them for their insights. Then we defined their entire purpose in a single sentence: Get ready to work.
When we unveiled the idea to faculty, we carved it into a steel sign, encased it in plaster and handed out the hammers. People really went to work—hacking, chipping and cheering for a message they believe in.
That’s not marketing hoopla. That’s a direction which has united faculty and is bringing in students willing to work their way to the top.
So we went to them for their insights. Then we defined their entire purpose in a single sentence: Get ready to work.
When we unveiled the idea to faculty, we carved it into a steel sign, encased it in plaster and handed out the hammers. People really went to work—hacking, chipping and cheering for a message they believe in.
That’s not marketing hoopla. That’s a direction which has united faculty and is bringing in students willing to work their way to the top.
