The University Brand

If you are part of the University of Michigan community, a simple “Go blue!” is enough to signal one’s membership in this exclusive club. But the experience includes icons and rituals that make this university brand permeate the cultural zeitgeist, like Saturdays at The Big House, replete with the exquisite Michigan marching band, nimble and effusive cheerleaders leading 100,000 people in “Hail to the Victors” and flyovers from the Michigan National Guard. The pomp and circumstance and the historic rituals have made this place of higher education an iconic destination. The recent National Championship further serves to cement it in history.

But can this be replicated? And, can it be replicated by a regional college with aspirations to compete on the national university stage? The answer is, maybe not at this scale, but it can be done. Mercy College has successfully transformed into Mercy University by focusing on its mission, clearly articulating its brand story and adding icons and rituals so that students, alumni and faculty feel a sense of belonging and pride.

Sterling worked with Mercy stakeholders to understand their aspirations and the unique benefits that they provide to their conscientious and hard-working students. The result was the formation of a university brand that captures the enthusiasm, ambition and work ethic of students and faculty, and the unbridled potential of a Mercy University graduate. Go Mavs!

Stay tuned for our full case study...coming soon.