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Building the Intentional UniversityMinerva and the Future of Higher Education$
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Stephen M. Kosslyn and Ben Nelson

Print publication date: 2017

Print ISBN-13: 9780262037150

Published to MIT Press Scholarship Online: May 2018

DOI: 10.7551/mitpress/9780262037150.001.0001

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Building a New Brand

Building a New Brand

Chapter:
(p.255) 18 Building a New Brand
Source:
Building the Intentional University
Author(s):

Ayo Seligman

Robin B. Goldberg

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262037150.003.0018

If you were to go back just three years, the name “Minerva” was most commonly associated with the mythological Roman goddess of wisdom. Today, it is a registered trademark and refers to the most selective university program on the planet. How did that happen? In this chapter, we describe the journey of building a prestigious brand from scratch—how we got started with just a name and developed brand meaning, values, visual and verbal identity, and a set of principles that has become a foundation of the institution today. The key has been to take this well beyond a name and logo, turning the brand concepts into a working framework for every single person at Minerva, regardless of role.

Keywords:   brand building, positioning, visual identity, brand voice, guiding principles

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