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wheel media Blog Detroit Edition Detroit Edition

‘Spartans’s Will’: MSU Rebrands Itself to Refocus Public Image

detroit-news-spartansNot sure that Michigan State University’s current image was exactly what leaders were looking to promote, the school began searching for ideas to center a new “brand” around. A Philidelphia ad agency was hired, and helped MSU narrow the central message down to one that depicted “hard-working excellence.” And so, “Spartan’s Will” was born.

The first ads of the campaign featured students, alumni, and staff who had made a difference, through a series called “Spartan Sagas” that were told through photographs and video clips.

The university’s new image has unified students and faculty alike, and just goes to show that it’s never too late to reconsider re-branding.


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