Tales from the Unexpected – Part 3
Inspiration for universities about brand storytelling.
What universities can learn from five iconic British and European brands
When uncertainty hits, iconic brands don’t just survive. They lead.
For university leaders navigating financial strain, digital disruption, and the need for mission clarity, these case studies offer invaluable lessons. Let’s explore how five renowned organisations leaned into their brand identity to thrive – and how universities can do the same.
PizzaExpress – Reinvention rooted in affection and technology
Launched in 1965 by Peter Boizot, heritage brand PizzaExpress harnessed its deeply emotional connection with British culture, built on generations of positive memories of family gatherings, first dates, and personal milestones. Under CEO Paula MacKenzie, it spearheaded a digital transformation – from mobile ordering to loyalty apps – without sacrificing its familiar identity.
“PizzaExpress is a much‑loved, iconic brand that holds a special place in the nation’s heart,” MacKenzie said upon joining. But history didn’t halt change.
What universities can learn: Even while reinventing academic delivery or strategy, resist abandoning what stakeholders trust. PizzaExpress has a reputation as one of the pioneers of casual dining in the UK. If you have clear insight into what your brand legacy is, it might help you bridge past credibility with future ambition.
Joseph – Crafting comebacks through clarity
Post-turnaround, fashion brand Joseph pivoted back to profitability by realigning around craftsmanship and refined identity. “…you have to build the value equation in the product.
We’re perfectly positioned… to elevate the brand in a way that resonates with the consumer…” said CEO Barbara Campos, who anchored success in authenticity and purposeful positioning.
What universities can learn: When finances are tight, lean into areas of real distinction. Emphasise your university’s strengths, like employability, research leadership, equity, global impact, and structure your strategy around them. Then tell those stories as powerfully as possible to the right audiences in the right channels.
Belstaff – Heritage with new purpose
Since 2020, CEO Fran Millar has repositioned Belstaff around contemporary values (affordable luxury, sustainability, inclusive design) while honouring its iconic Phoenix identity. This approach demonstrates how ‘brand’ can guide decision-making beyond marketing.
As Fran said, “Belstaff should offer more things to more people while remaining true to the spirit of the phoenix on the sleeve of every jacket.”
What universities can learn: Modern relevance doesn’t require erasing history. You can promote values like diversity and innovation through a heritage-led lens to gain broader institutional currency.
Liberty London – Creative, local, and digital
Amid sector-wide decline, Liberty grew through a curated blend of heritage, local identity, and digital creativity.
Managing Director Sarah Coonan attributes success to doubling down on “what makes us special”.
What universities can learn: Your brand can thrive by strengthening unique institutional assets – be it landmark main buildings, signature programs, or flagship research themes – while making experiences globally accessible and emotionally rich. The thing is, do you know what makes your institution special, and are you willing to devote the time and energy to making it a distinct attribute in a competitive market? (Yes, I used the word market.)
LVMH – Digital evolution with brand consistency
LVMH’s digital evolution doesn’t compromise brand integrity. Whether online or in-store, the luxury experience remains consistent – personal, curated, and exclusive.
“They [brands like Louis Vuitton and Dior] are timeless, and at the utmost level of modernity”, said Bernard Arnault (LVMH Chairman & CEO). This captures the balancing act of preserving heritage while staying forward-looking – a powerful principle for universities aiming to evolve without losing their founding identity.
What universities can learn: Digital learning or online alumni engagement shouldn't dilute experience. Uphold academic quality, personalised support, and institutional tone – no matter where or how learning happens. People, both internally and externally, must believe that what you do and how you do it is consistent with the vision.
In brief
PizzaExpress – Preserve emotional trust while evolving digitally
Joseph – Recommit to institutional strengths in strategic turnarounds
Belstaff – Reinvent identity through inclusive values anchored in heritage
Liberty – Leverage local distinctiveness into creative experience design
LVMH – Deliver consistent brand value across physical and digital spaces
Final word
These brands didn’t survive by reacting – they pivoted with conviction. They evolved their relevance, not their essence.
For universities, the takeaway is clear: brand isn’t window dressing – it’s your strategic backbone.
In turbulent times, anchor your transformation in the clarity of who you are and why that matters.
And ignite your brand through storytelling.
Discover how we can support you to Ignite your Brand – with our free 30 minute review.