Developing Gustavus Brand Posted on October 9th, 2009 by Barb Larson Taylor

Recommendation from the Facilities and Finances Task Force:

Develop a brand that highlights what is special about Gustavus and provides for the ability to recruit the type of students who will be successful at Gustavus.

Additional explanation:

The brand can be used to focus messages on current needs and future aspirations for all the constituents. The brand should help Gustavus to answer the questions: Why do you go here? and why should you give money here?

This recommendation was placed in the Quality-Enhancing and Innovative Initiatives Strategic Framework Substantive Category using the language:

Implement Gustavus’s brand repositioning to include a recruitment marketing campaign, education for students and alumni, and merchandise.

This recommendation was placed is Tier 1 and is being monitored by the Vice President for Marketing and Communication.