[jbock13]

We're going to have to start enforcing this on the board, I guess. You say the full name or you get banned!

Red, White, and Blue
I am L... er... Liberty. Oh and University.

[thepostman]

This really doesn't change a lot. Especially when dealing with athletics. Its a philosophy that believes if we use liberty in promotional material instead of simply LU it will help us stand out more. Again its not a big deal, or "dumb" or anything. Its a marketing strategy plain and simple.

[Green Monkey]

This really doesn't change a lot. Especially when dealing with athletics. Its a philosophy that believes if we use liberty in promotional material instead of simply LU it will help us stand out more. Again its not a big deal, or "dumb" or anything. Its a marketing strategy plain and simple.

^this

Unless you're actually involved in Liberty merchandising or officially communicate on behalf of the school, it's not really something you need to worry about.

[Cider Jim]

The 40-year anniversary banners are now hanging between the DeMoss columns!

See "Pic of the Day" in the bottom left corner: http://www.liberty.edu/

[JDUB]

watch for new signatures from all Liberty Staff as of today. With a logo that is compressed and looks retarded because somebody screwed up.

[Sly Fox]

Just remember--most people go into marketing to avoid math classes or classes that require math knowledge.

Guilty as charged.

And for the record, this is a move that was long overdue. I believe there is some discussion to be made over how the transition is being handled but certainly not with the direction of the plan. If I were around campus, I would have been trumpeting this concept for several years.

When hanging around Lynchburg, LU is a fine anachronym (until the day that LC finally is ready to step up to university status). Now that we are not only a national but global entity due to the explosive growth of LU Online (which I assume will be first in the transition), the Liberty branding is much more important. Obviously we pushed the LU branding through our logos and lingo for close to four decades. Today's circumstances require a new approach.

[JDUB]

I wouldn't say Liberty University Online was the first to make the change, its more of an all-at-once everyone do this immediately change. Not saying thats a bad thing, but just that it's in full-fledge effect right now universally.

[Sly Fox]

Online is just the place where the change is most needed. Whether it be confusion over Lamar, Lipscomb, Loyola (IL), Loyola (MD), Loyola (LA), Langston or whoever ... the Liberty brand needs to be a differentiator.

[Purple Haize]

To me they are contradicting themselves, and I am a marketing guy.
"They" say "LU" is to be reserved for athletics (ugh) purposes.
"They" want athletics to be the beacon of the school, which should now only be known as "Liberty"
Where is Alex Jones when you need him. "They" obviously used LU as a gateway mantra to indoctrinate the masses into accepting LIBERTY!!!

Although....JFU holds a certain appeal.............

[bravo269er]

The schools website looks awesome right now with the 40 years on the front page. The red looks great. People are getting a little bit too sensitive with the branding issue. It's in the best interest of the school, and you can still refer to athletics as LU. Whats the big deal?

[jbock13]

This whole thread has me shaking my head... but I guess I'm the only one.

[phoenix]

Just remember--most people go into marketing to avoid math classes or classes that require math knowledge.

And then they take Marketing Research and Statistics ....

[JLFJR]

Thought I'd shed a little light on this one. The DeMoss Group checked all the NCAA Division I schools and I am fairly certain they could find no other school in that group that had a name that was meaningful. Most schools were named after a place or a person or for the school's religious affiliation. It has been a while since I reviewed their report, so I may not be remembering this exactly right but their point was that our name was a real asset because it is very rare for a university's name to reflect part of its mission (II Cor 3:17 and our commitment to the nation's founding principles, for example). Anyhow, the idea is to use Liberty whenever possible instead of LU because the name helps describe what we are all about. The guys who announced it made it sound like a rule but the goal is just to encourage everyone to use Liberty whenever possible. It won't work for baseball caps because the letters would be too small to read or on the side of a mountain (unless we took down a lot more trees) but I hope this helps explain the goal.

[El Scorcho]

watch for new signatures from all Liberty Staff as of today. With a logo that is compressed and looks retarded because somebody screwed up.

Unless they're using a Mac. The Mac signature generation app worked fine.

I'll stay silent about the signatures otherwise. Probably for the best.

And I was just joking about the rest of the branding. I get it. It's smart.

[jbock13]

It won't work for baseball caps because the letters would be too small to read or on the side of a mountain (unless we took down a lot more trees) but I hope this helps explain the goal.

If it makes the tree huggers angry, why not go for it?

[logic]

I love the change - sounds MUCH better to say "I go to Liberty" than "I go to LU"
I agree with many here as well - the 40th anniversary website looks awesome, cannot wait to see what the 50th will look like and with God's grace I'll hopefully see 100.

Imagine that people, Liberty celebrating 100 years. Some of us will live to see that - what an amazing day that will be!

[jbock13]

I do like the new red design of the website. They should keep it that way. However, I noticed many other things, such as "LU Login", or LU Online... I wasn't sure for a minute, I thought I might have been logging in accidently on the Longwood website!

[BJWilliams]

*crickets*

[jcmanson]

*crickets*

[jbock13]

*crickets*

Me thinks he thought I was trying to give a joke... which I wasn't...

[Purple Haize]

Soooo, it sounds like "LU" is used now for Athletics and "Liberty" is used for Academics etc. If that is the case it makes sense. The fewer "syllabuluses" in athletic marketing the better. i.e. UVA /University of Virginia, TCU / Texas Christian, BYU / Brigham Young, LU /Liberty. The first being more recognized athletically the second being recognized in more "academic" roles.
As for the Monogram on the Mountain. Why not just buy the other mountains? We can use the trees for a huge homecoming bonfire!!

[JLFJR]

No, Purple Haize, there is no distinction between Athletics and the rest of the university for purposes of LU v. Liberty. The goal is to use Liberty whenever possible or practical and use LU only when there is no other option because of space or other limitations. And LU already owns all of the mountains on the east side of town--just FYI.

[JLFJR]

Another example of when it would make sense to use LU is when it rhymes better or works better in a song like the LU Anthem. If folks will just use a little common sense, this all will work well.

[Hold My Own]

I had hesitations when I heard about this a few weeks ago b/c I thought it was a boycott (of sorts) on the "LU" term. I do not believe Liberty should give up on the LU brand b/c I believe there is an opportunity to capitalize on the fact there really isn't an LU out there, any example given of an LU out there I've never heard of or fear becoming a national brand with it as we could.

First things first though, make Liberty/Liberty University our's and a national brand then focus on LU. Perhaps one day we'll be recognized as Liberty/Liberty University and LU just as Ohio State is recognized as THE Ohio State or my favorite example "The U."

Oh and for anyone who may look at most post and roll their eyes at the idea of Liberty becoming a national brand, just sit back and think about the 50k online students that are already dispensed throughout the country. We've already discussed their passion and excitement for LU on here. This is the very reason I see a national TV contract (ND and BYU) in the not to distant future.

Also as far as the Demoss Group is concerned I'm fairly certain their involvement goes well beyond a branding study and as far as the "checks that are written" I'm also fairly certain there is only one person that knows that in this thread and his name has Chancellor beside it, maybe 2 if Jdub is downstairs sealing them up!

[ALUmnus]

Just one thought: whenever I hear Liberty mentioned in any type of national outlet (media), it is always, ALWAYS, called Liberty College. Not only is it annoying, it's also a problem. I don't think just focusing on the word "Liberty" helps, especially when combined with limiting "LU". If you're going to focus on the school's name, include the whole thing, "Liberty University". Sure, it's a lot of syllables and doesn't necessarily flow off the tongue real nice, but it's better than being called Liberty College by everyone.


Also, someone find this out for me. Was it a marketing company that decided it would make sense for the University of Kansas to be called "KU"?