Risks Involved

Not at all. I mean, you know that this is supported by MOE [Ministry of Education] and you know you come in fresh. But I guess to be part of that early team of management was really, you know we were small and we were committed and it was the thrill of a pioneering team to be able to start many things. I mean, we started, in my department specifically, we started the corporate identity guideline. We sort of laid the foundation for many things that we do in terms of branding now. We did sort of a big brand review and exercise in terms of how we want to position the university. I think the success of SMU's branding was the fact that it's authentic. We were able to look within what the university was trying to do and we were able to hear what the students wanted the university to be, how the team wanted the university to be and to create that profile. It was really, really quite exciting.