National University of Singapore
Renewal
Overview
As the oldest university in Singapore, the National University of Singapore, needed to review its competitive position in an increasingly competitive local and global arena. It regularly features in global rankings, but with increasing competition both within Singapore and overseas, for the best and brightest students; as well as competition for private funding, NUS needed to identify its Brand Opportunity and define its value proposition more coherently.
In 2007, NUS approached Activiste to work with them on this. The activation of the original strategy work continues.
Challenge
A previous branding programme to address key issues did not gain senior management consensus or lead to a clear direction internally. The NUS leadership was keen to rectify this. External research and a review of past market research revealed that whilst quality standards at NUS were perceived to be high, it lacked emotional resonance and distinction in the minds of stakeholders including potential students and scholars, academics, the alumni, and the wider corporate community.
Solution
Through a systematic process of gathering insights into NUS, and the competitive environment, Activiste then organized a series of NUS focus groups and Brand Opportunity Workshops to identify a brand position that would help differentiate NUS from other tertiary institutions locally and on a regional and international level. Positioning NUS as “a leading global university centered in Asia that enriches and challenges you to make a difference” provided a common platform to inspire and engage with students, faculty and the business community.
"When I first approached Activiste in 2007, we were struggling to bring the various elements into a coherent whole. ..what I found most alluring about Kim and her team was that they could see beyond the ordinary, put meaning into the mundane and inject pride into what had become jaded. They truly know what makes a brand."
Bernard TohOffice of the President, NUS
