- Title Pages
- Dedication
- Frontispiece
- Foreword: Higher Education in the Twenty-First Century
- Preface
-
I What We Teach and Why -
1 Why We Need a New Kind of Higher Education -
2 Practical Knowledge -
3 Foundations of the Curriculum -
4 A New Look at General Education -
5 Multimodal Communications and Effective Communication -
6 Formal Analyses and Critical Thinking -
7 Empirical Analyses and Creative Thinking -
8 Complex Systems and Effective Interaction -
9 A New Look at Majors and Concentrations -
II How We Teach -
10 Unlearning to Learn -
11 The Science of Learning: Mechanisms and Principles -
12 Fully Active Learning -
13 A New Team-Teaching Approach to Structured Learning -
14 Teaching from Lesson Plans -
15 The Active Learning Forum -
16 Building Lesson Plans for Twenty-First-Century Active Learning -
17 Assessing Student Learning -
III Creating a New Institution -
18 Building a New Brand -
19 Global Outreach: Communicating a New Vision -
20 An Admissions Process for the Twenty-First Century -
21 Multifaceted Acculturation: An Immersive, Community-Based Multicultural Education -
22 Experiential Learning: The City as a Campus and Human Network -
23 A Global Community by Design -
24 Mental Health Services in a Diverse, Twenty-First-Century University -
25 The Minerva Professional Development Agency -
26 Accreditation: Official Recognition of a New Vision of Higher Education -
27 A Novel Business and Operating Model - Afterword: For the Sake of the World
- Appendix A: Habits of Mind and Foundational Concepts
- Appendix B: Mission, Principles, and Practices
- Editors and Contributors
- Index
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
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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- Title Pages
- Dedication
- Frontispiece
- Foreword: Higher Education in the Twenty-First Century
- Preface
-
I What We Teach and Why -
1 Why We Need a New Kind of Higher Education -
2 Practical Knowledge -
3 Foundations of the Curriculum -
4 A New Look at General Education -
5 Multimodal Communications and Effective Communication -
6 Formal Analyses and Critical Thinking -
7 Empirical Analyses and Creative Thinking -
8 Complex Systems and Effective Interaction -
9 A New Look at Majors and Concentrations -
II How We Teach -
10 Unlearning to Learn -
11 The Science of Learning: Mechanisms and Principles -
12 Fully Active Learning -
13 A New Team-Teaching Approach to Structured Learning -
14 Teaching from Lesson Plans -
15 The Active Learning Forum -
16 Building Lesson Plans for Twenty-First-Century Active Learning -
17 Assessing Student Learning -
III Creating a New Institution -
18 Building a New Brand -
19 Global Outreach: Communicating a New Vision -
20 An Admissions Process for the Twenty-First Century -
21 Multifaceted Acculturation: An Immersive, Community-Based Multicultural Education -
22 Experiential Learning: The City as a Campus and Human Network -
23 A Global Community by Design -
24 Mental Health Services in a Diverse, Twenty-First-Century University -
25 The Minerva Professional Development Agency -
26 Accreditation: Official Recognition of a New Vision of Higher Education -
27 A Novel Business and Operating Model - Afterword: For the Sake of the World
- Appendix A: Habits of Mind and Foundational Concepts
- Appendix B: Mission, Principles, and Practices
- Editors and Contributors
- Index
