Results: Names
Center for Nursing Entrepreneurship, University of Rochester
Challenge
Solution
Result
The Center for Nursing Entrepreneurship operates a number of businesses. One of them, the Center for Lifelong Learning, provided continuing education for health care career professionals.
- The name is far from unique. Other organizations and even another local college use it.
- It is primarily associated with recreational learning opportunities for seniors.
- It is forgettable.
- It connotes an institution rather than the dynamic, responsive business it is.
The Center for Lifelong Learning was renamed Edvantage, with the tagline healthcare career development.
Edvantage evokes both education and the career advantage gained by the client. Names typically fall into one of four categories: Descriptive, Invented, Evocative, and Experiential. Edvantage straddles the first three out of the four, which gives it much of its power. The new name is short, attractive, and pronounceable.
The image of a big oak tree, the “tree of learning” was part of the original logo. A more powerful, stylized tree image is now associated with the brand identity on the web site and in print.
The new Edvantage name and identity is the touchstone of the growing education and career coaching business. Clients recognize it and it is quickly building brand equity.
The Edvantage name also provides creative flexibility in development of slogans, like “giving you a career Edvantage.”
