How the VUB became a real Urban Engaged University
Corporate
VUB THE WORLD NEEDS YOU
How the VUB became a real Urban Engaged University
Corporate
VUB launched purpose-driven tagline "The World Needs You"
Challenge
‘VUB’ brand is not sufficiently distinctive
Mission – bringing “VUB is more than just studying” conceptually to life
VUB identity should be more concrete and recognisable
The many initiatives, in addition to teaching and research, with their own branding and communication, contribute too little to the strengthening of the VUB brand (are too little known) and thus miss their strategic purpose to help shape and give substance to the VUB brand and thus distinguish it from other universities
Approach
“More than just studying” = commitment put into practice by the many initiatives/projects
Engagement contributes to achieving the UN Sustainable Development Goals (SDGs)
Build brand strategy in which the emotional brand pillars, which extend beyond the rational pillars, product/service/location offerings, are tangible and recognisable so that they make the VUB brand concrete among target groups
The resulting brand strategy and communication plan should create a common thread and unity in the perception of the initiatives as part of the VUB brand and its mission (more than just studying)
Translation of the mission statement “more than just studying” into an engaging tagline that conveys and concretises the VUB’s values as a ‘civic university’: “The World Needs You”
This purpose-driven brand identity aligns perfectly with the Sustainable Development Goals (SDGs) formulated by the UN, which provide a roadmap and framework for purpose
In this way, the many projects and initiatives, which give shape and substance to the commitment of VUB staff to education, science, and responsible entrepreneurship, are given a place within the brand communication that engages the VUB community (stakeholders) in a connecting way
This results in activating and experiential communication
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.