Background/Research | The Brand | SIU

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The Brand

Background/Research | The Brand | SIU

Background/Research Main Content

THE THINKING TALKING/DEBATING THAT HAPPENED BEFORE WE COULD PRODUCE THIS BOOK.

We’ve been busy. For over a year we’ve been meeting, planning, creating, testing, tweaking, and perfecting a whole new way to talk about SIU. This process involved conversations with people from every perspective on the SIU experience. We held discussion groups on campus and focus groups around the state. By the time we moved into building concepts, we had a completely vetted and sound strategy.

Our goal was to capture what makes SIU distinctive and express those ideas in an authentic and compelling way. We developed new ways to frame the conversation about the SIU experience and new ways to think about what SIU means to Carbondale and the world. We created concepts that brought these things to life and tested them. And we emerged with one clear winner.

This has been a deliberate process with absolute cooperation and coordination with members of our communications staff. Most of what we’ve learned is in this book.