“LOYOLA VALUES”: EXTENDING THE BRAND Jeffrey Rosen Kelly Shannon loyola University CHiCago INTRODUCTION l oyola University Chicago had long used the tag line, “Chicago’s Jesuit University,” to highlight the institution’s local origins and its ties to a 450-year tradition of academic excellence. By the turn of this century, this reference was unfamiliar to a large percent- age of prospective students, particularly adult students, and the Chicago focus seemed too narrow, not suggestive of either the institution’s expansive intellectual ambitions or its broadminded, tolerant, and worldly character. Indeed, if it was these liberal values that the university wanted to promote, a new image campaign was necessary. In late 2004, the university took the frst step by creating a new prom- ise line: “Preparing people to lead extraordinary lives.” This signaled an institutional shift in self-defnition from a static resource to a dynamic and ambitious place for life preparation. introducing the loyola values campaign was a second step designed to build upon this new foundation. Loyola Values, the name given to the frst-ever branding campaign of Loyola University Chicago, was an attempt to elevate the identity, image, and reputation of the university, much the way other institutions of higher education have tried to link their universities to a set of positive values and affrmative associations. Copyright 2008, Jeffrey rosen. Jeffrey rosen is Dean of the school of Continuing and Profes- sional studies and associate Professor of art History, College of arts and sciences, loyola University Chicago. Kelly Shannon is Vice President of University marketing Communica- tions, Loyola University Chicago. ContinUing HigHer eDUCation review, Vol. 72, 2008 129