What is a positioning statement?
Our positioning statement reflects the value we bring and how we want people to feel when they think about UC Berkeley. It isn’t a definition but a conceptual core for all that we say or do and how we need to be thought of in order to be successful.
Our positioning statement
UC Berkeley reimagines the world by challenging convention to shape the future.
UC Berkeley fuels a perpetual renaissance, generating unparalleled intellectual, economic and social value. We integrate research with teaching, the artistic with the scientific, the scholarly with the athletic, and the up-and-comer with the advantaged. Our diverse and kinetic community draws inspiration from every discipline, sparks dynamic interactions, and produces revelations about the world we aspire to live in. With the drive to ask critical questions and embrace new challenges, we are redefining ourselves and the role of a university in a changing world.
Using our positioning statement
If every message comes from the same framework and connects to its intended audience in relevant ways, it will reflect an institution whose whole is greater than the sum of its parts.
Guidance for individual colleges, schools and departments:
- Demonstrate through communications how your college, school or department is reimagining the world.
- Demonstrate how you challenge conventional thinking to shape the future.
- Be bold and unapologetic.
- Consider the key themes that best connect with your key audiences.
- Support your messages with facts rather than leading with facts.