University of Louisville Students Spearhead Branding Project for Kentucky’s Metals Industry

In an exciting collaboration between the University of Louisville's Department of Marketing and the Metals Industry Initiative (MI2), a group of students has embarked on a semester-long journey to revolutionize the branding of Kentucky's metals industry. The preliminary culmination of their efforts was shared on Wednesday, Nov. 29th, at UofL's campus, where two student groups presented their branding concepts with executives from MI2 member companies Kobe Aluminum Automotive Products, Nucor, River Metals Recycling, and Wieland, as well as MI2 COO Summer Goldman.

[Image: UofL Branding Class]

The "Building Powerful Brands" marketing class, taught by UofL professor Henrietta Pepper, has been learning the intricacies of brand building throughout the semester. And those students, armed with newfound knowledge and insights, eagerly took on the challenge of reshaping the perception of Kentucky's metals industry as their project. This collaborative effort not only serves as a bridge between academia and industry but also opens doors for the students to consider careers within the metals sector.

[Image: UofL branding]

The journey began with sessions led by industry experts, including MI2 Board Member and Branding Strategy Group Head Bob Eviston, who provided valuable insights into the branding strategies employed by River Metals Recycling and parent company Nucor. Armed with this knowledge, the students delved into extensive research on the Kentucky metals industry, analyzing materials provided by MI2 to gain a comprehensive understanding of the challenges and opportunities within the sector—such as the new Kentucky Metals Industry Guide MI2 has published in partnership with the Kentucky Cabinet for Economic Development.

As the semester progressed, the student teams crafted innovative and strategic branding ideas that aim to propel Kentucky's metals industry into a new era. Their campaigns are not just about logos and slogans; they reflect a deep understanding of the industry's essence and a vision for its future.

[Image: UofL branding class 2]

The presentation was a showcase of creativity, strategic thinking, and a fresh perspective on the branding of Kentucky's metals industry—and a chance for soon-to-be professionals in the marketing and business world to consider career pathways for the metals industry. By engaging with students at this early stage, industry leaders hope to inspire a new generation of professionals who are not only equipped with marketing skills but also possess a passion for reshaping the narrative surrounding Kentucky's metals sector.

In essence, the University of Louisville's "Building Powerful Brands" class project this semester was no “purely academic” endeavor; it was an opportunity for students to learn about one of Kentucky’s most crucial industries and to bring a fresh perspective for how that industry can attract the attention of new talent who might consider career in Kentucky’s growing metals industry. We look forward to sharing insights coming from the class in the future.

[Image: UofL Branding]