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Smith Branding

Our marketing skills put to good use

By Megan McNerney

On October 18, 2009

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I am sure you are all aware of the university's recent efforts to strengthen our brand and reputation among other major universities. The front page of The Diamondback just featured a new logo for the University of Maryland, in addition to our beloved "Fear the Turtle," that says "Unstoppable Starts Here." The logo was launched for homecoming weekend, and in my student polls there were some mixed emotions regarding the new phrase. Its aim is to include more of an academic aspect to our brand, but is it successful? Although it is too soon to assess the effects of "Unstoppable Starts Here," it is not too early to analyze the thought process of branding our school.

The Smith School of Business is simultaneously conducting efforts to re-brand its name. Smith's logo, printed on nearly all of its t-shirts, emphasized in presentations to prospective students, etc. has long been "Leaders of the Digital Economy." Does this still pertain to us? Does this set us out to be above the rest? Many are beginning to think it is outdated. While the Smith School is an amazing and innovative building, there are now many universities with the same technology as Smith. Therefore, Smith's faculty is looking for input regarding what we, as students, believe to be the selling point of our business school. Is it our rankings? Is it our student involvement opportunities? The SUSA Assembly is looking for your opinions on what makes the Robert H. Smith School of Business the best. What made you want to come here, as opposed to any other school in the nation? We have much to be proud of here at Smith. There is nothing to be questioned in this area. The question is: how do we market ourselves to prospective students, recruiters, and the like with just one slogan? In our marketing classes, we have learned the importance of a brand name and of its simplicity and clarity. It needs to state what the product (or school) offers in terms of benefits, needs to be easy to pronounce, etc. Do you have any suggestions? Find your major or club's SUSA representative, and tell them what makes the Smith School so great!