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Branding session shows UM has to overcome liberal image
February 1, 2012 /
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"Tree-hugger school."
That’s what a Missoula gas station attendant called the University of Montana when a Mind Over Media team member casually asked whether he knew anything about the university.
"I was not expecting that," said Cecil Foster, a partner at the Pittsburgh-based consulting firm hired by UM to help rebrand the university. "As a researcher, I want to know why they call it a tree-hugger school. That’s probably not what President (Royce) Engstrom wants his brand to be."
By CHELSI MOY of the Missoulian
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Posted in: Montana Education Excellence
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