Ursula von der Leyen and the importance of university branding

 

The president of the EU Commission, Ursula von der Leyen, met the community of students and professors of Milan’s Università Cattolica on December 19, Italian press reports.

The speech was organised for the opening of AY 2021/2022. Von der Leyen reportedly stated “We want you young people to make your voice heard. That is why we will be opening up new spaces to discuss European policies with you and where you can tell us about your aspirations for Europe. And we will encourage all Member States to do the same”.  “Our democracy needs your commitment. So say yours, and Europe will listen,” she added. Von der Leyen then quoted the message of last month of Pope Francis addressed to young people in which “he spoke of this time marked by the pandemic, and how to overcome it”.

Cattolica’s students thanked the EU Commission President for her inspiring words and honoured her with a branded shirt. Von der Leyen then undresses her formal jacket and promptly wore the fleece.  The garment was specially designed for Cattolica’s 100th anniversary, and the images were soon published in all Cattolica media and social media.

Università Cattolica is one of the best positioned Italian HEIs in world university rankings.

What else to add? In our view, a magnificent way to promote and enhance an institution’s brand.

 

Photo credits here.