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• Leveraging our intellectual capital to help resolve the great issues of the day
Single Message: DU is a leader in tackling the great, global issues of our day.
Each School, Department, and Division shares in the responsibility to nurture and
deliver this proof. Internal and external communications should feature specific proof
points that document the impact of our alumni and/or demonstrate DU’s leadership in
proactively tackling the great, global issues of our day. Further examples of DU’s wide-
ranging proof points and examples of how to communicate will be added to the DU
branding website at du.edu/brand.
At DU, we celebrate innovation, ideas, engagement with a vast array of people and
communities worldwide, diversity and inclusion, integrity, and a focus on results, all in
pursuit of improving the human condition. We create the dynamic DU culture by sharing
experiences from our individual disciplines.
Here are 5 key attributes that reinforce the DU Brand and should be woven into
university communications wherever possible. Thought-starters for ways to integrate the
attributes are provided in italics.
• Action oriented - Students, faculty, and staff are fully engaged, innovative,
inquisitive, and results oriented. We ‘DU something about it’. (Your personal
favorite?)
This is not meant to exclude messaging on other themes -- academic rigor or inclusive
excellence, for example. Rather, those specific communications goals should be tied to
one of the brand attributes. Because the brand attributes stem from the vision, values,
mission and goals of the University, the integration should be relatively natural and easy
to achieve.
More than a slogan, “DU something about it” is the bias for action and leadership that
we cultivate in every student. It compels the DU community to never cease in the
creation of knowledge, ideas, and opportunities to improve the human condition.
“DU something about it,” “Celebrate DU-ing,” “Be a DU-er” – Engagement at DU takes
many forms, and this slogan can and should have varied creative expressions. Look for
opportunities to celebrate the action-orientation of students, faculty, alumni and staff in
support of the brand attributes. Provide a forum for recognition, alert University
Communications to noteworthy stories, spread the word among your peers and the
public at large.
3
As a descriptor of DU, “Start from a higher place” encompasses our vision of serving
the public good, our reputation for ethical leadership, and our desirable Denver location.
This expression of the DU brand strategy will begin appearing in external marketing
communications in the beginning of the 2009/10 academic year. Designed for external
audiences, “Start from a higher place” is a simple expression that successfully captures
the complexity of DU’s varied audiences:
To graduate students, it means begin your career and contribution to society from a
better vantage point.
To our partners in the private and public sectors, it reinforces DU’s reputation as an
ethical leader.
In contrast to “DU something about it,” use of “Start from a higher place,” is reserved
for University-level marketing communications. The general rule of thumb for “Start from
a higher place” is in marketing materials with a direct linkage to DU. For example, The
Josef Korbel School at the University of Denver: Start from a higher place. Not The
Josef Korbel School: Start from a higher place.
For further input or any questions regarding DU branding or the usage of either slogan
please contact our brand consultants Scott Gilbert and Carole Kitchell
(sgilbertcreations@yahoo.com, carole.kitchell@earthlink.net).