Thoughts of Branding Specifics [2of3]

Analyzed product branding for market segments

Among the most graphic outlines for university branding was found produced at the University of Boston (Boston University, n.d.). This list outlines succinctly virtually every consideration to which one would need to pay attention.

So many of these considerations do find themselves neglected or overlooked, and we will not be exhaustive here. Still, the point is to have in place at least a structure such as this to establish future SOPs. This author created the original Facebook page and LinkedIn page for the Argosy University Tampa campus (as an outspoken critic however, corporate versions soon followed).

It should also be noted that in 2007 Argosy University went through a rebranding, debuting a new look in 2008. Speak and Hanson, who shepherded the makeover, sought to lend voice to an internal as well as external audience (motivating employees and engaging the target market)(Free PDF ebook, 2010, Speak & Hanson , 2008).

The new look supports a series of characteristics that had been lacking before. There are now elements of more complexity, elegance, simplicity and a dynamic tension between the classic and the modern. Fortunately, for the purposes of "taking the show on the road" (to Indonesia), the overall look, even including the color choices, is a perfect match with our intention. Many Indonesian universities make use of such elements and organic colors in their crests.

Having a personal familiarity with how the new Argosy University branding occurs, consistent against the Boston University checklist, this writer is satisfied that no significant alterations would be necessary. Exceptions would naturally include fresh positioning vis-à-vis Indonesian social media, and other such details.