A high school student visiting Mary Washington this fall told a faculty member she wanted a career in cancer research. “Is there a professor here who can help me reach my goal?” she asked. Without hesitation, the faculty member said, “Rosemary Barra.” And as he did, a single phrase popped into his head, master teacher; the words sum up his colleague who chairs the biology department. Barra teaches a course on the biology of cancer, and she has conducted research into the effects of chemotherapeutic drugs on cell viability. In that brief exchange, a student saw an avenue to pursue a dream. A professor made a connection between his colleague’s work and a student’s passions. And UMW’s brand was reinforced. UMW’s brand? Yes, branded marketing is new to Mary Washington. But the process is not. A brand captures what makes a place special, what sets it apart. For a university, branding is also a way to match the institution with potential students who will thrive … [Read more...]