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Branding session shows UM has to overcome liberal image

February 1, 2012/

"Tree-hugger school."

That’s what a Missoula gas station attendant called the University of Montana when a Mind Over Media team member casually asked whether he knew anything about the university.

"I was not expecting that," said Cecil Foster, a partner at the Pittsburgh-based consulting firm hired by UM to help rebrand the university. "As a researcher, I want to know why they call it a tree-hugger school. That’s probably not what President (Royce) Engstrom wants his brand to be."

By CHELSI MOY of the Missoulian

Full Story: http://missoulian.com/news/state-and-regional/branding-session-shows-um-has-to-overcome-liberal-arts-image/article_8478fc10-4c8a-11e1-a637-0019bb2963f4.html

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