Disruptive Brand Reposition

Overview :

In 2015 Griffith University, a leading higher education brand in Queensland with over 50,000 students and 5 campuses sought to dramatically reshape its brand image and market perception.


Challenge :

Uncover a brand position that captured Griffith University's unique and established essence, culture and experience in a concise, meaningful and dynamic way, before re-launching the university to it’s key audiences.


Solution :

A ground-breaking and truly disruptive brand position came from an extensive brand and reputation research initiative. Following 6 months of detailed fieldwork across all audiences locally, nationally and internationally The Brand Institute proposed a brand position based on the principles of ‘brand relevance’. The results saw a substantial shift in reputation and a material uplift in marketshare.



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Phone : 03 8844 5548

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Brand. Reputation. Experience. Environment