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8 March, 2006

The naming experience

Oh dear.

Our Pro-Vice-Chancellor for College, Staff and Student Affairs has been rebranded* as the 'Pro-Vice-Chancellor for Colleges and the Student Experience'.

At least it's not '... the Student Zone' or something else straining to be 'cool' and youth-orientated. Still, '...the [whatever] experience' is a hideous marketing cliché, aspirational yet empty, and to be avoided.

Why do I think the name was chosen by a management committee (i.e. amateurs dabbling in marketing) rather than the post-holder or real marketers?
They think they're web designers too, of course, and love flashing text. I wish I was joking.

*: And that's quite some branding iron.

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