brand (brand) n.

A valued promise that an organization makes to its external and internal audiences; external audiences view a brand as the best and sometimes only solution to a problem they have; internal audiences must believe the brand is worthy of their commitment; all audiences must understand the brand and view it as important, believable and distinctive.

Enhancing UW Oshkosh's overall brand is at the core of all IMC Team strategic and tactical efforts.

What is important to consider is that the University's brand is much more than a logo or a wordmark — it actually encompasses everything that makes UW Oshkosh distinct and all that the institution has to offer students, alumni, faculty and staff and the greater community.

It is natural that over time individual programs, departments, colleges and divisions developed their own visual look and messaging. UW Oshkosh is not alone in this respect, as many universities across the nation are in the same position.  And, indeed, best practices in marketing indicate there is nothing wrong with having sub-brands.

Sub-brands, however, play a role in helping to support and shape the institution's distinctiveness, but they are not mutually exclusive to the overall brand. Simply put, a sub-brand cannot exist in isolation nor be effective without the parent brand.

Remember what Aristotle said: The whole is more than the sum of its parts.

The IMC Team offers expertise in creating sub-brands that capitalize on the synergy between all of the University's parts and the overall UW Oshkosh brand.

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