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EDITORIAL: UM-D has bigger issues to confront than confusion of abbreviations
M.J. Editorial Board
Issue date: 11/25/08 Section: Perspectives
For any institution, establishing a brand identity is vital to success. Once this identity has become ingrained in the public consciousness, any changes that are made, even minor ones, are of little consequence to the institution. Some changes are so small the average person may never notice them; for others, the first impression is the only one. It's why lots of people still call Macy's by its former name, Hudson's. We grew up with Hudson's, and regardless of what it is called now, to lots of people, that is the name it always will be. That's how it is with UM-D. Or is it UM-Dearborn?
Last week, at the University Sponsored Organization (USO) meeting, the university's marketing department talked to USO leaders about guidelines relating to brand identity and issued their "Brand Survival Kit." The largest point of contention came over what acceptable abbreviations are allowed. After all, "UM-D" has been the staple identity for students, faculty, staff and prospective collegiate. It's part of the vernacular surrounding our campus. Apparently, the marketing department needed something to justify their salaries with and spent a significant amount of time (rumored years) coming up with ways to alter the established UM-D identity into something less confusing. At the meeting, they expressed fear that our campus is being confused with the University of Detroit Mercy - aka, UDM.
After having the highest number of incoming freshman for the last fall semester, one must now wonder how many of those young, impressionable minds were inadvertently duped into going to the wrong school. One must also wonder, is this really where our tuition money goes, and is this why it increases five percent every single year? Obviously, we at The Michigan Journal cannot speak for everyone, but we have yet to encounter anyone who has accidentally mistaken our institution for another, let alone confused the University of Michigan - Dearborn with the University of Detroit Mercy.
Last week, at the University Sponsored Organization (USO) meeting, the university's marketing department talked to USO leaders about guidelines relating to brand identity and issued their "Brand Survival Kit." The largest point of contention came over what acceptable abbreviations are allowed. After all, "UM-D" has been the staple identity for students, faculty, staff and prospective collegiate. It's part of the vernacular surrounding our campus. Apparently, the marketing department needed something to justify their salaries with and spent a significant amount of time (rumored years) coming up with ways to alter the established UM-D identity into something less confusing. At the meeting, they expressed fear that our campus is being confused with the University of Detroit Mercy - aka, UDM.
After having the highest number of incoming freshman for the last fall semester, one must now wonder how many of those young, impressionable minds were inadvertently duped into going to the wrong school. One must also wonder, is this really where our tuition money goes, and is this why it increases five percent every single year? Obviously, we at The Michigan Journal cannot speak for everyone, but we have yet to encounter anyone who has accidentally mistaken our institution for another, let alone confused the University of Michigan - Dearborn with the University of Detroit Mercy.
Viewing Comments 1 - 7 of 7
z
posted 11/25/08 @ 5:57 PM EST
I'm surprised no one finds it a bigger problem with UM-D being more similar to the University of Massachusetts Dartmouth. After all, they stole our radio station call letters 'WUMD' back in the Summer of 2007. (Continued…)
Michelle
posted 11/25/08 @ 8:21 PM EST
As a marketing major, I think the point the Marketing Dept. brought up at the meeting was perfectly legit. They weren't aiming to change student lingo on campus, but when printed material is distributed to the public, it's really important to convey a uniform message -- this is taught in class after class. (Continued…)
Ouch
posted 11/25/08 @ 9:29 PM EST
This is a really mean editorial. It's nasty and rude toward the administration.
Brand X
posted 11/26/08 @ 1:42 AM EST
Do you really need to print trashy rumors and insults such as:
"Apparently, the marketing department needed something to justify their salaries with and spent a significant amount of time (rumored years) coming up with ways to alter the established UM-D identity into something less confusing. (Continued…)
Kyle S.
posted 11/26/08 @ 11:01 PM EST
Yo Z,
You beat me to the punch on "Mass-Dartmouth". Another school that "UMD" can be mistaken for is the University of Maryland. I'm a howling dangerous wolf, not a do-nothing terrapin! And you're right about communications. (Continued…)
Mike S
Mike S
posted 12/04/08 @ 11:55 PM EST
It's an editorial as it is clearly marked. Which means it is not a news report but the opinion of the board. Like all of us they are entitled to their own opinion. (Continued…)
Mike Hunt
posted 12/07/08 @ 2:44 AM EST
Mike S wrote: The bigger issue not getting attention is the pressure by departments to squash the voice of unhappy students.
Too bad the journalists didn't have the insight to focus on the bigger issue. (Continued…)
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