Changing names in the YouTube age
Suppose you’re a university that realizes that your name doesn’t really reflect your history. And that a new name could be more effective at helping you to recruit students and faculty and to position the institution more effectively as a technological powerhouse. Suppose you were, say, the University of Missouri-Rolla. You’d explore changing your name, settle upon a new moniker—Missouri University of Science and Technology, and get set to launch your new brand.
You might design and print new business cards and other materials, but this is the age of YouTube. Naturally, you’d launch your new website and invite anyone on campus to participate in the fun by taking their own video about Missouri S&T spirit and uploading it to the site. Stay tuned to see how successful the campaign will be….
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