How to Reposition a National University Brand
The Challenge
At the end of 2019 Flinders University and Showpony embarked on a bold project to develop a long-term brand position to underpin all marketing communications for the next 5 years.
The goal was to find a clear, strong positioning, distinct from competitors, that cuts through the homogeneity of the higher education category and maximises the visibility of the Flinders brand in a competitive marketplace.
The position needed to resonate across their wide range of audiences including school-leavers, postgraduate and international prospective students in addition to alumni, staff, researchers and industry partners.
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The Response
The strategy was driven by insights gained from The Vice Chancellor’s 2025 strategic plan, more than 50 in-depth interviews with key audiences, a literature review along with exhaustive market research testing of the position and creative prior to launch.
The Outcome
Launched in July 2021, the resultant brand position starts with a provocative question – ‘What would you do if you were fearless?’ This question is central to our new brand platform – Fearless.
Inspired by the institution’s long history of exploration, experimentation and research, this bold position brings to life the attitude and commitment of a university ready for whatever the future holds.
