What is a brand?
Simply put, a brand is the set of expectations, memories, stories and relationships that, taken together, account for someone's decision to choose one product or service (or school) over another. Bentley's brand is not only what we say about ourselves but also what our students, alumni, employees and peer schools think about us.
We believe that a consistent expression of Bentley's brand helps the world understand exactly who we are and what we’ve set out to do.
What is a brand platform?
Brand platforms are broad, all-encompassing ideas that permeate every aspect of an institution. They unite all messaging and are big enough to hold taglines (simple phrases that sum up the platform) and campaigns (distinct strategies or efforts that extend from the platform).
Our platform is good business.
Why does it work for Bentley?
Good business is true, differentiating and broad enough to represent all of Bentley University. It allows us to express ourselves in a way that’s compelling, inspiring, consistent, and most importantly, unique to Bentley.
● It is a good business decision to enroll from a career standpoint. (The ROI for students is indisputable.)
● Good business skills are what you learn. (Foundational skills that prepare students for career success.)
● Good business makes a positive impact in the world. (Our point of emphasis and distinction.)