Session Description: In a short span of 14 years, Singapore's youngest medical school, Lee Kong Chian School of Medicine (LKCMedicine) of Nanyang Technological University, Singapore (NTU Singapore) has been ranked as one the world's top 100 medical schools, growing in reputation as a bold and progressive institution that advances the practice and science of medicine for the good of humanity. Set up in 2010 as a joint medical school by NTU Singapore and Imperial College London, backed by Singapore's ministries of education and health, its primary clinical partner the National Healthcare Group, and a generous philanthropic gift of SGD150 million from Singapore's most prolific donor, the Lee Foundation, this young medical school was quick off the ground, adopting a greenfield approach for its MBBS programme by introducing innovative approaches to medical teaching. The School today attracts Singapore's brightest students, has seven cohorts of young doctors serving at the frontlines of Singapore's healthcare landscape, and is equipped with an ambitious research agenda. The year 2028 marks the completion of the collaboration between NTU and Imperial, and ahead of that, in 2024, the School has been rebranded. It is transiting into a solely-NTU medical school and its graduates from 2029 will graduate with an NTU-awarded MBBS degree. In preparation of that milestone, the School leadership and the LKCMedicine Communications team began a rebranding process that culminated in August 2024 with the unveiling of a refreshed identity that encapsulates a revised narrative, visual system and logo, at a grand event themed 'Homecoming to A New Chapter'. What have been the strategic and practical considerations in rewriting LKCMedicine's key narrative, and designing a new visual system to reflect its new identity? How were the major stakeholders involved and expectations of the parent universities NTU Singapore and Imperial managed? What were the factors for the successful rebranding?

:

Learning Outcomes : - Expand participants' knowledge on challenges in rebranding educational institutions, particularly one that carries two or dual identities while in transit.
- Guide participants to study stakeholder involvement and strategies for stakeholder engagement in institutional rebranding, particularly in rewriting the key narrative.
- Deepen participants' understanding of both strategic and practical aspects of institutional rebranding.
- Encourage participants to reflect on the impact of successful rebranding.

What is the key takeaway from this session?: Attendees will gain an understanding of the importance of values-driven messaging, stakeholder engagement and buy-in, and the impact of story-telling not just in words but also a compelling and comprehensive visual system. While a good brand strategy is important, it is only as good as the people who will embrace it. Our work underscores that successful branding goes beyond a strong vision or mission statement. People remain at the core of any brand positioning.