BVK Creates Award-Winning Mantra for Texas Christian University

July 10, 2018  |  BVK

BVK  |  Education

BVK helped create Texas Christian University’s new campaign, “Lead On,” and it’s been enthusiastically embraced by students, staff, faculty and alumni as the mantra for the university. The brand work received the highest marketing recognition in the industry as the “Best of Show” recipient for Total Advertising Campaign out of over 2,250 entries in the 2017 Higher Education Marketing Awards.

The work began two years ago when Texas Christian University selected BVK as its strategic branding partner to conduct research and help create an entirely new brand platform. Through values-based branding and platform development process, the redefined platform has been met with tremendous initial success.

“[BVK] helped us affirm who we are as a brand, but provided us with more powerful language to describe our brand,” Tracy Syler-Jones, TCU Vice Chancellor of Marketing & Communications, told the Higher Education Marketing Report, which recently featured the TCU work as its cover story.

“The brand house now functions as our road map. We use it as a jumping off point to help us identify the people, programs and events that support who we say we are, to help us craft our messaging, creative, voice/tone, etc,” said Syler-Jones.

For more information about TCU’s “Lead On” campaign, you can view the entire brandscape video here.

And, to learn more about BVK’s value-based brand approach, which was used to develop TCU’s campaign, click here.


is a full-service, Top 25 independent advertising agency.

Get updates from The Current

Which topics interest you?

Public Service
Travel & Tourism
Recreation & Lifestyle
Consumer & Retail
Financial Services
Thinking Big

More from The Current

May 25, 2023

From Experience to Transformation

What Travel Brands Need To Know During the last 25 years the U.S. has been largely driven by the Experience Economy. One wher...

March 28, 2023

Travel Insights: Consumer Mindsets & Travel Behavior

One quarter into 2023, current consumer mindsets represent a unique blend of trepidation and optimism. These broad-based stat...

January 4, 2023

Top Trends 2022-2023 – Now & Next

As society continues its volatility, industries are being shaped by people’s shifts in mindset and behavior. The top trends...

December 19, 2022

Influencing Peer Perceptions for Dummies

In my first post, I talked about the higher education phenomenon of bashing all things rankings while at the same time hangin...

December 12, 2022

The Science of Why Peer Perceptions Affect Us

Before I dive into how to influence peer perceptions, I think it’s important to spend a little time understanding why p...

December 5, 2022

Cats, Jammies & University Rankings

In August, we post back to school pics. In December, we post matching jammies pictures. And at every possible moment, we ogle...

November 29, 2022

Travel Insights: Gen Z and How They Are Changing Travel 

The New Culture Makers Rethink Travel In this month’s issue we focus on understanding how Gen Z’s cultural values are alr...

October 31, 2022

Travel Insights: Young Generations’ Priorities & Travel Solutions

It’s hard to believe that we are already welcoming Gen Z adults into the traveling marketplace. Many of us are just now com...

October 26, 2022

Does Your University Have a Brand?

Does Your University Have a Brand? If You Don’t Know, That’s a Problem American higher education pays too little attentio...