UC Berkeley

UC Berkeley

Positioning the World’s Greatest Public University for Future Success

Situation

The University of California, Berkeley, is widely viewed as the world’s greatest public university. Claiming 50 Nobel prizes, 32 MacArthur Fellows, 356 Guggenheim Fellows, 4 Pulitzer Prizes, 137 National Academy of Science winners and 74 Fulbright Scholars, it has many facts in its favor. When higher education funding began to suffer, however, these unemotional data points were insufficient to inspire support for Berkeley’s future.

Strategy

Research showed that Berkeley’s “tangible” attributes – the hard facts – were true, but not effective alone. We looked to the university’s “intangibles” – those qualities that are felt, not measured, and that define the Berkeley experience. Because these contribute to a university’s unique culture, they can be more emotional and differentiating. Berkeley’s culture is about social consciousness and self-reliance; a chaotic but open, down-to-earth environment, attracting free-thinkers who are driven to make change. The distilled idea that drove the positioning and messaging platform was simple, powerful, unique to Berkeley but appropriate across the entire university: “Berkeley reimagines the world, by challenging convention to shape the future.”

This statement helped explain not just that Berkeley is a place of excellence, but why it is a place of excellence, and how it can be counted on in the future. It provided a unifying story that would inspire diverse audience messaging, yet result in a better collective picture of Berkeley than fragmented messages could previously provide.

Results

Marshall partnered with Ologie, a creative firm with a strong higher education portfolio, to support this platform with a look and feel to be used across communications to Berkeley’s wide audience base. With enthusiastic support from the Chancellor and other university leaders, Berkeley’s many communication leaders disseminated the verbal and visual toolkit throughout the university, to enthusiastic adoption. Communications based on what makes Berkeley a uniquely great place will continue to draw students, researchers and donors for all the right reasons.

Find out how we can help your organization.

Related Case Studies

Revel Architecture & Design

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Super Deluxe

In All Case Studies / Positioning Strategy

University at Buffalo

In Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy

Credit.com

In Messaging Strategy / Positioning Strategy
Unison

Unison

In Messaging Strategy / Names and Naming Systems / Positioning Strategy
guidewire

Guidewire

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
napa-valley-vintners

Napa Valley Vintners

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
abilitylab-case-study

AbilityLab

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems
Rockefeller University

Rockefeller University

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
Ripple

Ripple

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy
Luum Textiles

Luum Textiles

In All Case Studies / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy

UC Berkeley

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

VMware Partner Network

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Steelcase’s Coalesse

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Hilton Grand Vacations

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

Santa Lucia Preserve

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Buffalo Bill Center of the West

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

The Getty

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy
University of California

University of California

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Centro

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

UC San Francisco

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy
Caltech

Caltech

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy

Highmark/Allegheny Health Network

In All Case Studies / Brand Architecture / Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
NanaWall

NanaWall

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Adobe Acrobat

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy
Boeing

Boeing

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy
Date

April 7, 2016

Category

All Case Studies, Brand Research, Messaging Strategy, Positioning Strategy

Tags
Brand Research, Messaging, Positioning, UC Berkeley