THE LUBAR
BRAND
WHAT IS A BRAND CAMPAIGN AND WHY DO WE NEED IT? Our brand is a reflection of who we are and what we value. It is not just our tagline or our logo. It’s the gestalt of the entire brand experience – our voice, visuals, experiences and associations. A brand at its core is a promise of what we stand for and what it offers to those who engage with it. A brand is earned rather than owned. It is the cumulative result of every experience, communication, and reference made by or about our institution over time as experienced by others. Our commitment to research and the entrepreneurial spirit of our students and faculty are a major part of what makes the Lubar School of Business unique. Developing a distinctive brand theme and campaign will ensure we are building and reinforcing trust by telling a consistent story, a story that is expressed in one powerful and unified voice.
THE LUBAR
BRAND PROMISE
A BRAND THEME AND CAMPAIGN WILL HELP TO CLARIFY AND PROMOTE THE LUBAR BRAND PROMISE:
THE LUBAR
POSITIONING STATEMENT A BRAND THEME AND CAMPAIGN WILL HELP TO EXPRESS THE LUBAR POSITIONING STATEMENT:
Through cutting-edge faculty research and through ongoing To provide the best combination of faculty, teaching
interaction with employers, the Lubar School of Business
methods, student support, technology, programs,
is perceived as engaging and empowering students to
partnerships and facilities to create a superior learning
think critically, stimulating them to be self-starters and to
experience for Lubar School of Business students.
effectively contribute their knowledge to business enterprises both before and after graduation.
THE LUBAR
BRAND CAMPAIGN THEME
WE TESTED 3 POTENTIAL CAMPAIGN THEMES WITH CURRENT LUBAR STUDENTS, EMPLOYEES, FACULTY AND ALUMNI AND MEMBERS OF THE BUSINESS COMMUNITY. THE ONE THAT TESTED THE BEST OVERALL WAS:
The Lubar School of Business is a game changer, ready to take on all challenges. Our students are passionate about their education and move employers forward from the day they are brought in as interns or hired as employees. Our faculty are passionate about taking on all areas of research that are translating directly into practical, life-improving applications. Our staff are passionate in bringing their “A-game” everyday – advising students, helping them to take charge of their career paths. Our alumni are also passionate about their accomplishments, leveraging the knowledge they gained and the people they met in their Lubar School experience.
Our new campaign theme is meant to help differentiate the Lubar School of Business from both the overall university as well as other schools of business. It is also meant to be a guiding theme, one that enables all of us to articulate about our value and purpose using a common language. The campaign theme will be used primarily in advertising and promotional activities, as well as a theme line in Lubar marketing and informational materials.
GAME
ON
Throughout the next several weeks and months, we will be launching our new Lubar School of Business branding campaign to the public. The objective of the campaign is to position Lubar as a respected business school known for its strong academic programs and its superior scholarly research. We are excited to share examples of ads that will soon be appearing in print and online media.
PRINT ADS
COLLATERAL
WEB BANNER
CAMPAIGN PERSONALITY The “Game On” theme carries a certain attitude with it – and the work will show that attitude. The print work uses a bold font, and the type is large and immediate. The copy is also bold and businesslike; the statements should be strong and definitive. The photography is also immediate, showing students and faculty members in extreme close up in the print ads. The photography has an editorial feel; the “Game On” theme lends itself to showing students and faculty in action, working, collaborating, and focusing on the job at hand. While smiling faces certainly have a place here, the emphasis is on being serious about business.
Our Brand is EACH of Us. It’s our students. It’s our faculty, staff, alumni, donors and community partners. In the way we interact with each other, we create the Lubar brand and bring it to life every day. Our new campaign and brand messaging will ultimately assist us in increasing overall awareness of the Lubar School of Business, clarify and strengthen perceptions of the Lubar School, and help bring to life our unique attributes that differentiate us from other schools of business. By re-creating and strengthening the Lubar brand, we are also adding value to a Lubar degree. Our brand message builds pride in both the Lubar School of Business as well as in the University of Wisconsin – Milwaukee. We are a school “on the rise.” We are the Lubar brand.