Spartans Will
Michigan State University
Brand + Fundraising + Research
Overview
In 2014, MSU, on the brink of launching two major initiatives, asked BVK to evaluate its existing tagline “Who Will? Spartans Will.” There were three options: keep it as-is, keep it but give it a richer meaning by reimagining the context around it, or scrap it and start fresh. This seemingly simple decision would shape the future of the university’s brand.
MSU’s Goal
There was a two-fold goal at the start of our partnership. First was to change the perception of the university as being known primarily for athletics. The second was to increase engagement with their more than 500,000 living alumni.
Our Work
- Brand
- Fundraising
- Research
Our proprietary positioning process and primary research uncovered key insights that allowed us to amplify MSU’s brand position. We found that the “Who Will? Spartans Will.” brand campaign was a diamond in the rough. Keeping the tagline, but giving context to its meaning, powerfully resonated with those closest to the university.
Having just helped MSU redefine their “Who Will? Spartans Will.” tagline, BVK adapted it to be the driver of the university’s 2014 capital campaign. The companion tagline “Who Will Empower Extraordinary?” became the call-to-action for alumni and friends to support their beloved institution. It needed to work. The university had an audacious goal of raising $1.5 Billion in five years.
In 2021, MSU asked BVK to confirm that its brand value (determination), selected in a BVK-guided process six years prior, was still the best one on which to anchor the brand. Despite significant shifts institutionally, culturally and attitudinally, the follow-up research resoundingly confirmed the value. Research also showed that the brand’s enduring equities—the tagline “Spartans Will.”, the color green and the way the real MSU Spartans were featured in the campaigns—had not only stood the test of time but had become even more critical to the brand’s identity. This underscores the importance of values-based positioning and how brands that are rooted in a core human value will endure through both good times and bad.