Living the “University of St. Gallen” brand order to recognise their requirements. The training In the last few years, the “University of St. Gallen” sessions and workshops demonstrate how the brand has been provided with a foundation HSG is able to react to expectations in a customer (keyword: brand identity) and with a visual face and brandoriented manner. Frequently, this through communication services (keyword: “From results in exciting moments of team development insight to impact”). Now, in the year under review, because a shared understanding and an identical the priority was to actually live the brand. The perspective become discernible in the course of a course of action was governed by the socalled workshop. Two main insights will be remembered “Connect Four” brand model. A brand can be by many: controlled efficiently and effectively in four steps: define the brand identity, communi cate brand promises, create a • The HSG brand is owned by The motto is: brand experience and check brand everyone and requires cooperation, “Where it says HSG results. particularly for reinforcement. on it, there must be • The HSG brand is created, HSG in it” constituted and lived by people. On the basis of pilot projects with the MBA and the EMBE, a work shop series was set up. It serves as an effective However, a brand does not only have an human resources development measure for service effect on potential “customers” (prospective units and executive education programmes. students, participants in executive education These workshops aim to enable customers and courses and enterprises), but particularly also on service recipients to experience the University researchers, faculty and members of staff, according to the motto “When it say HSG on it, in its function as an employer brand. In this there must be HSG in it”. Familiarisation with and role, it provides answers to the questions, application of methods and tools for the definition “Why should someone want to work for us?” and of the relevant experience chains are key to the “Why should someone want to stay with us?”. communication of knowledge. What is important in The HR Department will tackle and answer this respect is that the University assumes its these exciting and important questions in a further customers’ and service recipients’ perspective in step.
108 | Identity through common culture