“Your brand is what people say about you when you’re not in the room”

– Jeff Bezos, Founder of Amazon

UNIVERSITY OF TENNESSEE

UNIVERSITY OF TENNESSEE

BACKGROUND WORK

• Chancellor Arrington’s challenge• Year long process

BACKGROUND WORK

• Brand audit• Team meetings, workshops and

retreats • Brought in a branding expert to discuss

Brand Architecture• Worked with a PhD color analyst

BRAND ARCHITECTURE

SELLING THE BRAND

• Worked with System office• Months of targeted

presentations• Push back small

IMPLEMENTING THE BRAND

• Roll out plan in phases• Extension conference

opportunity• Identify partners

AG.TENNESSEE.EDU/MARKETING