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The Guilfordian


A brand isn't an identity

(Staff Editorial)

Issue date: 10/26/07 Section: Forum
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All institutions must change. It is a natural process, and preventing it is like trying to hold back Spring- counterproductive and somewhat grinchy.

But there is a strong distinction to be drawn between changing and being changed. The first being natural, the second is wholly artificial: a concentrated effort being made to alter an institution's course, its values, its role in the world, and whether that change is good or bad comes from deliberate action.

One of these two things is happening to Guilford College. The redesign of the website, the changed admissions documents and recruitment information, and the end of our participation in the Colleges that Change Lives tour confirms that beyond question. We seem to be moving towards a more conservative, conventional structure- or at least presenting the appearance of such.

But the real question is: what are we changing into, and is it natural or artificial forces that are changing us?

This college is growing- too fast for many- and that growth is stressing our systems. The perpetually full computer labs and crowded Caf with lines out the door at every meal, the triples and quads in residence halls- even the HEAT bus finally has some passengers.

Guilford has always had a sort of chronic identity crisis- being a liberal arts school in the South will do that. It's who we are, a part of the questioning that comes from centuries of students finding themselves and their passions on these green shaded grounds.

But now we seem to be developing a brand instead of an identity, and an action plan instead of values. When our Web site boasts of the largest ever freshman class, we have to wonder whether that was meant for students or stockholders. It's beginning to feel like someone else has decided who we will be.

Losing that delightful sense of confusion would be tragic, and worse, would be bad for the institution. Guilford's traditional liberal tilt has made it popular with many college books and local groups, and it would be financially disastrous to give that up.

Guilford is a wonderful place, and through its long history has adapted to the changing world admirably and without losing sight of the virtues that drew many students here in the first place. Well, things are changing again now- and it's up to the students to make sure that this school doesn't lose sight of its goals.

Remember that change comes in two forms- internal and external. Whether we are shifting or being shifted, remember that if this school is changing, you can always change it back.


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