INSIDE BU: WHAT IS BU’S BRAND?
“A BU education: more valuable than ever.”
These words were found to be front and center of Boston University’s admissions page. As a top ranking school with over 30,000 students enrolled, it made sense that BU’s brand image was centered around value. But what did value mean to our student body? How did their perception of BU’s value change as time passed?
Freshman Jack Williams (QST 26’.)
“From 2008 to 2013, I practically grew up on campus. My dad was the Professor of Military Science here at BU and I was the kid that was always running around the office, competitions, or spending time on the bench at a few of the hockey games. During that period, the campus was the only playground I ever spent time on. In a way, I was groomed to love this place” said Williams. “Upon revisiting the school multiple times as application time came around the corner, my view started to move from that of a kid to that of a student and still it was the only place where I wanted to be.”
Williams had found himself on this campus. From childhood to adulthood, BU had grown alongside him, differentiating itself from other schools in the area.
“In a way, it is perceived almost as a hidden Ivy. I asked around a few other schools and the consensus was that it is a state school with a private school vibe. A party school with an intelligent population” said Williams.
To continue to move forward within such a bright and ambitious student body, Williams discovered that academics were highly prioritized by all students. It was rare to find people who opted to coast along to graduation, as the competitive nature of the school did not allow it.
“The competitiveness provides a fire for everyone to improve and grow without intentionally hindering the performance of others; each individual is on a mission of sorts,” said Williams, “while these missions may be unique and unrelating to those of others, everyone is in motion.”
Williams held himself to high standards, and found value in the multitude of opportunities and resources available to him.
“As I navigate through my first year, I have created friendships both superficial and deep, I have had great and lesser moments of interest, and I have made mistakes and experienced success, but most of all I have learned” said Williams.
Williams' experience during his first year was valuable in and of itself to him. He was excited to face challenges and navigate new things. He was one of thousands of students, and like many others, what he made of his experience was what defined BU’s value as a university.
“Freshman year, in a way, is a filter year. The unimportant, the superficial, and the mistakes all eventually filter through but the good things get caught, and I have held on tight to the feelings associated with those good experiences” said Williams.
Senior Kadie Cathcart (CAS 23’.)
“Boston University is a place where people work hard and play hard” said Cathcart. “Students here are among the smartest in the country because of their intense studying habits and yet have the time to hold additional jobs, explore the city of Boston, attend spirited university events, and make sure the campus is a lively place.”
Cathcart had sought out BU as a freshman to experience college alongside those who shared similar mindsets. She wanted to navigate an independent city experience while still feeling connected to her peers.
“Having now told many people where I attend school over the last four years, I think BU is perceived as being a liberal school with liberal students who work hard for the change they wish to see in the world. To me, Boston University is known for being a school that produces smart, highly-motivated students who are extremely socially aware and socially adept” said Cathcart.
Cathcart was one of many smart, highly-motivated seniors that BU had produced. She had seen all that campus had to offer, and she had fit into the mold that was presented to her at the beginning of her college experience.
“It is much harder to be unique at this school without the potential for feeling judged or different; that applies in areas such as style or aesthetics, but also even applies to ideologies or social preferences. Though it hasn’t always been negative to hold those similar views, opinions, or ideas, it has made the university atmosphere come to seem limiting in my mind” said Cathcart.
She had outgrown BU in her time here. Cathcart was ready to face new challenges, and experience new things. She had found great value in the growth she had experienced.
“BU has helped me grow and made me ready to move on from Boston to bigger things. I think without having attended BU I would not want the things I now want, think the things I now think, and have the perspectives of the world and society I now have” said Cathcart.
BU’s brand identity was centered around value, however, it was not about the pre-existence of value for many students. Having observed the journey from Freshman to Senior, BU’s brand was truly defined by value creation. Value was whatever the students wanted it to be, whether it was academia, social growth, or career preparation. BU’s brand was its students, and it will continue to evolve and change alongside them.
Written by Ellie Kwon
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