Archives—May 2017

A Michigan Tech Tale

Forestry students forage in the marshes for edible wild plants. An alumna finds a way to feed her therapy horses after Hurricane Harvey floods their stable. High school boys from inner city Detroit learn to turn lemons into batteries. A biology researcher follows the trail of bilge water microbes through ports around the world, from Singapore to Green Bay. A student puts his EMT training to work and saves his father’s life.

It’s all about the stories—the touching, telling human stories of the struggles and triumphs of students, faculty, staff and alumni—that are the heart of the Michigan Tech brand.  

Everyone is captivated by stories. People in every culture tell stories, and they always have. Tales of terror or courage passed down from generation to generation. Myths that that explain what look like miracles.  Fables that teach morality or illustrate essential truths. Stories touch our hearts, inform our minds, help us make sense of the world around us.

So what does that have to do with branding? Simply this: Stories are the most effective way to give a voice and a face to our values and beliefs. And brand is all about communicating the values and beliefs that define Michigan Tech. So we do it by telling stories—stories about Michigan Tech people, Michigan Tech programs, Michigan Tech life.

Next time someone asks you about Michigan Tech, tell them a story.

–Jennifer Donovan
Director of News and Media Relations