Brand Positioning: Big Hairy Audacious Goal
Position Morehouse School of Medicine
in the minds of all, as the trusted leader for health equity and health justice through education, clinical care, research and community engagement.
Unify our brand identity and image across all mission areas in order to establish MSM as the leader of global health equity and health justice.
Tactic:
Create a brand positioning plan that explores naming for this institution such that we capture the full breadth of what we offer while preserving our historical connections
Leverage our positive internal and external narratives and experiences for learners, patients, research participants, employees, and other key stakeholders to build trust, stronger relationships, and ensure an impenetrable reputation.
Partner with mission areas to standardize, monitor, manage, and sustain positive customer experiences internally and externally.
Increase awareness of MSM’s research, clinical, educational, and community engagement achievements, as well as other mission/vision aligned efforts, to the global community to solidify MSM as the recognized leader for health justice.