We Ring True is a strategic branding initiative that spotlights Mississippi State University’s leadership position as a premier research institution. In 2013, MSU’s executive team convened a summit to discuss the university’s reputation and the need for a cohesive, modern brand image that reflects the school’s character, aspirations, and unique appeal to audiences. Extensive researched verified a general lack of knowledge about the abundance of accomplishments and world-changing research driven by the university. Making use of the university’s most recognized tradition – the cowbell – was a calculated decision since those with an awareness of MSU associate the symbol with the university. It was a natural fit. By connecting it to a more academic theme, we created a launch pad for specific stories that position the university as unique, innovative, believable and relevant. Already capturing national attention, the initiative is generating improvements in enrollment, awareness, employee pride and social media performance. Moreover, it is giving the university a new vocabulary with which to set itself apart from others.
We Ring True
