It’s not about the logo, promise: A case study in university rebranding and weathering the social media storm

Abstract

Every marketer knows that one of the toughest challenges is to rebrand an organisation, especially when it involves changes to the visual identity and logo. Between 2013 and 2015, a project was delivered to understand the market position of the University of Warwick and subsequently refresh the brand of the university. Much of this was achieved in challenging circumstances: it was carried out in addition to the day job and by a team that had only been existence at Warwick for two years, but it has transformed the way that the university communicates. The rebrand entailed problem solving, negotiating and dealing with difficult questioning from colleagues and students, often in public forums. The research and the thoroughness of the thinking behind the rebrand ultimately helped create understanding. Out of this was created an ongoing strategy for crisis communications with social media at its core. The team spirit was strengthened by these challenges, and following the launch of the new brand the team had the energy to implement an exciting and engaging ‘festival of the imagination’ and deliver the university’s first brand awareness campaign. This paper tells the story of that rebrand, the process that was carried out, the challenges faced and the lessons learned.