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Seven themes


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Presentation of the seven themes on which the 2002/3 rebranding of Middlesex University was based. This is a summary of the piece of work for which, in 2005, I was awarded an Honorary Doctorate by the …

Presentation of the seven themes on which the 2002/3 rebranding of Middlesex University was based. This is a summary of the piece of work for which, in 2005, I was awarded an Honorary Doctorate by the University.

Published in: Marketing, Business, Technology

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  • 1. seven themes key elements in communicating the Middlesex University brand AB
  • 2. theme one difference makes the difference
  • 3. difference makes the difference Middlesex’s diverse make-up means that students, faculty and staff are constantly encountering challenging differences: differences of culture, background, values, disciplines and outlook. This experience of difference may not always be comfortable but it enriches all of our activities.
  • 4. theme two living with contradiction
  • 5. living with contradiction There is never only one right answer. And where there are many different points of view we need to be able to work with all of them. Middlesex has always been very good at living with contradiction. It’s not something to be ashamed of, but is instead an effective way of dealing with complex situations and a valuable life skill in the world today.
  • 6. theme three creative ferment “We’ve still got a couple of years before we’re ready for the moon.”
  • 7. creative ferment It’s not possible to be both highly creative and highly organised at the same time: innovation thrives on the ‘edge of chaos’. Middlesex has a reputation for being a creative place with a slightly chaotic culture that provides a great environment for innovation. Sometimes, however, this can look like ‘muddlesex’!
  • 8. theme four transformation, not transfer
  • 9. transformation, not transfer There is more to education than just the transfer of knowledge and skills. Middlesex helps people to do something remarkable – to transform their expectations, their opportunities and their lives. This may involve acquiring new knowledge and skills, but these are only a part of it.
  • 10. theme five a caravan of learning
  • 11. a caravan of learning One of our greatest strengths is helping less qualified students achieve their potential. But we also have some highly talented students who are achieving great things. The secret of the what happens at Middlesex is that everyone is on a journey together – each is helped to reach his or her destination (whatever it is) by the experience of ‘travelling’ with others.
  • 12. theme six rooted in the restless spirit
  • 13. rooted in the restless spirit If there is one thing that links the various places where we are based, it is that they all have diverse communities trying to make their way in the modern world and to get along with each other. In the future, Middlesex may be spread across an even wider range of places. So our ‘home’ can’t be a location – instead, it is everywhere that people believe questions are more important than answers.
  • 14. theme seven mirror to a strange new world
  • 15. mirror to a strange new world The world of tomorrow looks set to be chaotic, diverse, fluid, dangerous, wonderful – full of opportunities, uncertainties, contradictions. Middlesex is a mirror to this world, and our graduates are more than usually equipped to function, flourish and contribute in it.