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Katie Bell
Deputy Vice-Chancellor, Chief Marketing Officer,
Middlesex University
Middlesex UniversityThe brand.Brought to life.
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© Middlesex University
Outline.
Developing the University brand
Bringing the brand to life
Applying the brand in the digital space
Taking the brand into online marketing
© Middlesex University
Middlesex University: a “post 92”
Former Polytechnic
Very “supportive” University
Strong widening participation bias
Very international
Easy to get into
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Brand reposition: compete on quality
A University of heritage, legacy and quality
A ‘post 92’
© Middlesex University
The ‘essence’ of what Middlesex University is about has been synthesised into a ‘brand’ via
Research, workshops and conversations amongst
— Staff
— Students
— Stakeholders
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Core brand thought:
AmbitiousAdjective: A strong desire for success, achievement and distinction
© Middlesex University
tone of voice
that speaks with confidence, honesty, integrity and realism.
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Building up the brand:
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3 core brand pillars
Cre ativ e
Ent erp risin g
Glo bal
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Brand Pyramid
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Ambitious
GlobalCreative
Enterprising
Engaging; Open; GroundedConfident; Determined, Authoritative;
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The ’brand’ experience needs to look and The ’brand’ experience needs to look and feel engaging: online and offline!feel engaging: online and offline!
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© Middlesex University
We have introduced a dynamic angle to build our communication platform…
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Challenge: to develop a sector-leading, state-of-the-art website, strengthening Middlesex University’s brand
Solution: to build a website centred on user needs and requirements, showcasing Middlesex University strengths
Developing the online brand:Managing complex priorities
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Digital marketing.Taking the brand out there…
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