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- In telling UCs story, we needed to: Be more proactive and creative in order to cut through a cluttered media landscape Create relevance by authentically representing how Californians encounter UC each day Convey UCs vision for the future of higher education and its role within California Reveal the essential qualities of the university Ground our effort in what it means to be a Californian—to live, work and play in a state unlike any otherOur brand had to be bold and different, like California itself. Branding is an important defense against commoditization but it's also an over used and potentially meaningless buzzword. Is compelling white paper, authored by a.
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