The introduction of Washington State University's new graphic identity program is an appropriate time to discuss how the redesigned corporate signature relates to our strategic work to strengthen the University's image. The integrated marketing program we are establishing will be the foundation for communicating the core strengths of our University consistently and effectively. Some of us in academia shudder at the word marketing. A few of you, in response to my request in September for input on WSU's strengths and weaknesses, were quite emphatic that we didn't need to market the University that we instead needed to build quality strategically.
Marketing is a research-based method for acting strategically.
It is understanding that every decision we make impacts the reputation of our University and that we should make those decisions with the purpose of building the University's distinction and quality. By identifying what we stand for and then communicating consistently and effectively about it to our many stakeholders including ourselves we will bring clarity to our purpose and values. We will clarify our commitment to those things we should do and do extraordinarily well. By being consistent about what we can and should provide particularly for students we will continually become a better university. Your consistent use of our corporate signature will support the work we must undertake to make this ascendance happen.