The Fletcher School of Law and Diplomacy recently announced a series of marketing changes, including renaming the school to Fletcher, The Graduate School of Global Affairs, adopting a new seal and tagline and creating a part-time degree. This decision, made public on Nov. 16, was understandably met with widespread anger and concern from a number of alumni and current students. Although Fletcher reverted some of these changes last week and opened channels for community input, the universitys handling of the decision both before and after its announcement demonstrated a disregard for transparency and collaboration with community members. In its current reevaluation of the rebranding and future marketing decisions, the university must strive to conduct a collaborative, transparent decision-making process that incorporates student, alumni and faculty perspectives.
In response to the sudden rebranding changes, many students and alumni have expressed disappointment and concerns. Some felt that the new tagline, Awakening Courage, did not represent the goals of the student body at Fletcher and that the new Master in Global Affairs degree was a step backward. Some students, including Fletcher alumna Aziza Mohammed (F12), started petitions to demand change from the administration. After Mohammed shared her Change.org petition on LinkedIn to represent student concerns and call for the changes to be reverted, Liz Musch, a member of the Board of Advisors at Fletcher, said Mohammed was behaving like a terrorist, and demanded she remove the petition.
In light of community backlash, Fletcher announced that it would revert to its previous branding and solicit community feedback via an online submission form. Although Fletcher halted all further marketing changes, the schools social media platforms continue to harbor its new name. While the current pause in the rebranding process is a step in the right direction, it does not fix the communication issues that prevented extensive community review from happening in the first place.
The core of this crisis stems from a lack of input and transparency about the decision-making process. Institutions of higher education should be encouraged to change their branding as their values and academic operations evolve. However, the universitys one-sided approach to this issue neglected the perspectives of those who embody Fletchers values. Branding should not only be about profit making; it should aim to craft an accurate representation of the core values that an organizations members stand for. Fletchers failure to include all community perspectives contradicted the collaborative framework the school emphasizes.
Furthermore, the decision to embark on this rebranding project amid a pandemic demonstrated a lack of consideration of the variety of challenges presented to both current and prospective students. Especially given the precarious job market, the rebranding and the subsequent leadership crisis that has ensued could potentially harm the reputation of the school, and thus affect future job and internship opportunities for students.
But perhaps more troubling than Fletchers abrupt restructuring efforts were Muschs hateful and racially charged remarks. This response from a member of the Fletcher Board of Advisors was not only an unprofessional way to respond to the well-intentioned concerns of a community member, but was also incredibly harmful and antithetical to the schools global educational philosophy. Ultimately, the rebrand divided the Tufts community rather than uniting it.
In this transitional period and beyond, Fletcher and Tufts must learn from the lessons of this crisis and reevaluate their approach to making schoolwide marketing changes. Moving forward, it is imperative that Fletcher be entirely transparent about marketing changes and involve community members in all phases of the decision-making process. Not only should criticism be invited, but it should be listened to. Further, Fletcher must ensure, both in the hiring process and afterward, that leadership and faculty are committed to representing the schools mission and nondiscriminatory principles at all times, including on social media platforms.
While we commend Fletcher for promptly listening to community concerns and reverting some of the changes instituted by the rebrand, there is still much work to be done. Student and alumni perspectives are vital components to successfully upholding the mission, values and reputation of any school, and Fletcher must work harder to include them more in their decision-making processes.
View post:
In the wake of rebrand controversy, Fletcher must learn to value community opinions - Tufts Daily
- Steer clear of seals, warns Hout Bay Seal and Rescue Centre - IOL - December 25th, 2023 [December 25th, 2023]
- People really live in the world's tiniest 'state', Sealand - Supercar Blondie - December 16th, 2023 [December 16th, 2023]
- This is the Smallest Country in the World Its Entire Population Could Fit in a Chair - AZ Animals - December 16th, 2023 [December 16th, 2023]
- Sealand firing times 18 to 24 November - GOV.UK - November 13th, 2023 [November 13th, 2023]
- Franklin Templeton mulls options on China JV - Fund Selector Asia - November 13th, 2023 [November 13th, 2023]
- State Flag And Seal Designs Available for Public Viewing - redlakenationnews.com - November 13th, 2023 [November 13th, 2023]
- News Release Department of Health issues voluntary recall ... - David Y. Ige | Newsroom - November 13th, 2023 [November 13th, 2023]
- Glover Road and US 93 project complete | News | charkoosta.com - Char-Koosta News - November 13th, 2023 [November 13th, 2023]
- easyJet Will Collect & Deliver Bags Straight To Hotels For Its ... - Simple Flying - November 13th, 2023 [November 13th, 2023]
- Recalling a moment of valor - Yahoo News - November 13th, 2023 [November 13th, 2023]
- Discover 7 DIY Solutions to Preserve Leaves This Fall - AZ Animals - November 13th, 2023 [November 13th, 2023]
- Why advocates for transgender rights are so thrilled with election ... - Route Fifty - November 13th, 2023 [November 13th, 2023]
- Drop in temps led to Mill Creek chip-seal failure - The Times ... - The Times-Independent - November 13th, 2023 [November 13th, 2023]
- Sealand firing times 11 to 17 November - GOV.UK - November 4th, 2023 [November 4th, 2023]
- Flintshire Council greenlights new gym and community hub in ... - Deeside.com - August 5th, 2023 [August 5th, 2023]
- Sealand firing times 12 to 18 August - GOV.UK - August 5th, 2023 [August 5th, 2023]
- Design and Delivery of Elegant, Compact, and Eco-Friendly (ECEF ... - Digital Journal - August 5th, 2023 [August 5th, 2023]
- From Sea to Stars: The remarkable journey of a Navy Seal and ... - Chicago Star Media - August 5th, 2023 [August 5th, 2023]
- Fresh and Naturally Fermented Birch Juice: A beverage made from ... - University City Review - August 5th, 2023 [August 5th, 2023]
- Photos of the Week: Trump, the Bidens vacation and fans remember Paul Reubens - The Hill - August 5th, 2023 [August 5th, 2023]
- Global Airport Baggage Protection Market Size and Forecast | Safe ... - University City Review - August 5th, 2023 [August 5th, 2023]
- Texas man sentenced to 10 years for operating human smuggling ... - U.S. Immigration and Customs Enforcement Newsroom - August 5th, 2023 [August 5th, 2023]
- Road Slurry Seal and Micro Surfacing Equipment Market 2023-2029 ... - University City Review - August 5th, 2023 [August 5th, 2023]
- Reward offered in Kellogg vandalism - Shoshone News Press - August 5th, 2023 [August 5th, 2023]
- Nearby waters a white shark hot spot | Inquirer and Mirror - The Inquirer and Mirror - August 5th, 2023 [August 5th, 2023]
- All Aboard: Haunted Ship USS Nightmare Hiring Actors and Makeup ... - Cincinnati CityBeat - August 5th, 2023 [August 5th, 2023]
- CJ Logistics teams up with ONE as strategic partner - India Shipping News - August 5th, 2023 [August 5th, 2023]
- The fashionable riviera the Danes want to keep to themselves - The Times - August 5th, 2023 [August 5th, 2023]
- Wands and Wizards Weekend Brings Magic to Fairfield County - Cincinnati CityBeat - August 5th, 2023 [August 5th, 2023]
- 10 DC Comics The Superman & Lois TV Show Never Adapted - CBR - Comic Book Resources - August 5th, 2023 [August 5th, 2023]
- Sealand firing times 29 July to 4 August - GOV.UK - July 21st, 2023 [July 21st, 2023]
- Sealand firing times 22 to 28 July - GOV.UK - July 21st, 2023 [July 21st, 2023]
- Single mum to open florist near Chester after retraining in lockdown ... - Chester and District Standard - July 21st, 2023 [July 21st, 2023]
- 10 Most Popular Hotspots In The Mexican Caribbean For a Unique ... - TheTravel - July 21st, 2023 [July 21st, 2023]
- Chester homeless shelter evacuated after torrential rain | Chester ... - Chester and District Standard - July 21st, 2023 [July 21st, 2023]
- Campbellton Neighbourhood Association dedicates Beaver floatplane - Campbell River Mirror - July 21st, 2023 [July 21st, 2023]
- Searching for the best of all possible worlds in London - The Spectator - July 21st, 2023 [July 21st, 2023]
- Councillor Ian Roberts to continue to lead Flintshire Council - Herald Wales - May 18th, 2023 [May 18th, 2023]
- Sealand firing times 20 to 26 May - GOV.UK - May 14th, 2023 [May 14th, 2023]
- Is Sealand a Country? - WorldAtlas - February 2nd, 2023 [February 2nd, 2023]
- Sealand Power Distributors, LLC - February 2nd, 2023 [February 2nd, 2023]
- HF FOODS GROUP INC. Management's Discussion and Analysis of Financial Condition and Results of Operations. (form 10-Q) - Marketscreener.com - February 2nd, 2023 [February 2nd, 2023]
- Long Beachs Aquarium on Wheels is back, bringing the ocean to classrooms and communities - Long Beach Press Telegram - January 6th, 2023 [January 6th, 2023]
- Im an appliance expert and youre not cleaning your washing machine enough, there are four steps to take n... - The Scottish Sun - January 6th, 2023 [January 6th, 2023]
- Report raises question of hunting seals to save Washington salmon - The Center Square - December 21st, 2022 [December 21st, 2022]
- Nora Fatehi Get Trolled For Wearing White Fleece Coat On Airport, Aditya Seal And Anushka Ranjan Give Couple - India.com - December 21st, 2022 [December 21st, 2022]
- 'This gentleman had his weekend plans all figured': Anand Mahindra's Friday tweet involves a seal in the pool - Business Today - December 16th, 2022 [December 16th, 2022]
- Our story: The birth of Sealand | Principality Of Sealand - December 2nd, 2022 [December 2nd, 2022]
- Sealand Container Tracking | Shipup - November 7th, 2022 [November 7th, 2022]
- Brown: Come to Penn Museum for an Adventure of the Ages, Nov. 19-20 - Main Line - November 7th, 2022 [November 7th, 2022]
- A Comprehensive Introduction to Seal and Valve Maintenance - AZoMining - October 13th, 2022 [October 13th, 2022]
- Pingree and Thelander clash over support for the lobster industry in 1st Congressional District debate - Kennebec Journal and Morning Sentinel - October 13th, 2022 [October 13th, 2022]
- Gray fitness trainer, former reality TV contestant, accused of welfare fraud - Kennebec Journal and Morning Sentinel - October 13th, 2022 [October 13th, 2022]
- Alex Caruso, Bulls reserves have makings of another Chicago bench mob - The Athletic - October 13th, 2022 [October 13th, 2022]
- Vidillion Receives Trustworthy Accountability Group (TAG) Verification, and Anti-Fraud Certification across North America - Yahoo Finance - October 13th, 2022 [October 13th, 2022]
- Courier letter: Ed Thelander loves America and its people - Courier-Gazette & Camden Herald - October 13th, 2022 [October 13th, 2022]
- Ocean currents have sheltered the Galpagos from global warming. Now it's time to protect them - University of Colorado Boulder - October 13th, 2022 [October 13th, 2022]
- Police teams fan out to check veracity of 4500 affidavits found in court - The Indian Express - October 13th, 2022 [October 13th, 2022]
- 8 million NZTC funding allocated to 20 low-carbon technology projects - Current News - October 13th, 2022 [October 13th, 2022]
- Is promotion written in the stars for Wrexham AFC? - The Leader - October 8th, 2022 [October 8th, 2022]
- Sealand Road - Wikipedia - October 2nd, 2022 [October 2nd, 2022]
- Shell Island tourist and 'depraved' sex offender among those jailed last month - North Wales Live - October 2nd, 2022 [October 2nd, 2022]
- Recycling centres in Cheshire West to move to winter opening hours this weekend - Chester and District Standard - October 2nd, 2022 [October 2nd, 2022]
- Five Blacon properties that could be yours for less than 170,000 - Cheshire Live - October 2nd, 2022 [October 2nd, 2022]
- 'Psychotic' killer whale scalped and dismembered trainer as horrified tourists looked on - The Mirror - October 2nd, 2022 [October 2nd, 2022]
- Top 30 Ocean Carriers: Riding high on wave of profits - Logistics Management - October 2nd, 2022 [October 2nd, 2022]
- Airport Baggage Protection Market Size And Forecast To 2022 |Safe Bag Group, TrueStar Group SpA, Sealand Go, Flymate services, Tripod and Secure Wrap.... - September 27th, 2022 [September 27th, 2022]
- Shoebert the Seal's Week on the Lam in Mass. Pond Appears to Be Coming to an End - NBC10 Boston - September 27th, 2022 [September 27th, 2022]
- BYD Reports Firm That Faked Being Bought by NEV Giant to Chinese Police - Yicai Global - September 27th, 2022 [September 27th, 2022]
- Seal breeding forces Blue Lagoon to close to the public - South Wales Argus - September 27th, 2022 [September 27th, 2022]
- Report highlights return of EU wildlife over past 50 years - Agriland - September 27th, 2022 [September 27th, 2022]
- The North Wales criminals locked up for crimes of aggression and violence - North Wales Live - September 27th, 2022 [September 27th, 2022]
- CIDCA to send medial, disaster assessment teams to flood-hit areas of Pakistan - Daily Times - September 27th, 2022 [September 27th, 2022]
- The Smallest Country in the World That No One Knows About - History of Yesterday - September 20th, 2022 [September 20th, 2022]
- Commission on changing state seal and motto behind schedule - WWLP.com - September 20th, 2022 [September 20th, 2022]
- A short history of luxury: Mumm, the "Champagne of the Sovereign of England" - Luxus Plus Mag - September 20th, 2022 [September 20th, 2022]
- Seal spotted in freshwater pond on North Shore of Massachusetts - WCVB Boston - September 20th, 2022 [September 20th, 2022]
- Genshin Impact 'Try to Lift the Seal' Guide: 7 Seal Locations and how to lift them - The Click - September 20th, 2022 [September 20th, 2022]
- The example of the late Queen will shape the future, hopes the Bishop of St Asaph - Rhyl Journal - September 20th, 2022 [September 20th, 2022]
- Frozen Planet II: Viewers in tears as seal pup abandoned at 12 days old - Metro.co.uk - September 20th, 2022 [September 20th, 2022]