Process (one): We responded to this sea change by initiating and leading the first-ever integrated and research-based branding effort at the College. The effort was launched with three simple goals as the context dictated that we needed to move fast and with relatively limited resources. Those goals were: 1. Develop a “five finger story” (the elevator pitch) 2. Identify and articulate the messaging hierarchy 3. Develop a brand essence, personality, and attributes We outlined a five-point strategy to guide the process, which revolved around keeping it simple. Too often these initiatives can explode into obsessive branding disorder and, given the context, we chose to avoid larger scale customer experience elements of the branding process (opting to develop those elements in future phases). link to background pagelink to process pagelink to second process pagelink to team members page link to results page link to sub branding overview page link to media relations page link to sales materials overview page link to website redesign overview page link to direct response overview page