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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

(p.255) 18 Building a New Brand
Building the Intentional University

Ayo Seligman

Robin B. Goldberg

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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