Orienting Around a Mission for Future Success
The leadership of an iconic organization had identified a new and powerful vision for the future yet struggled to articulate the story in the face of historical positioning and cultural context.
It’s natural for any organization to focus on itself in strategic positioning. But the missing piece of this brand story was to acknowledge today’s student and family experience. Connecting what the organization does to how it is received in a world full of challenges was essential to creating a crisp new value proposition.
Strategic positioning and a message architecture were developed in close collaboration with executive leadership. This work unified the organization around the vision, helping it to break through internal silos and engage the work force around future oriented solutions.