Unbranded
Eight years ago, I began working for the Michigan State University Alumni Association — now the MSU Alumni Office. Becoming an employee added to an already long list of relationships I have with the university. I’m a graduate, donor, taxpayer, customer, fan and employee. There are probably other relationships I’m forgetting about. In terms of affinity, I’m pretty green.
For many of the past eight years, my wardrobe was dominated by MSU branded clothes and accessories. Wearing MSU’s globally recognized brand was a daily habit. Business and personal trips involved suitcases packed with an array of green and white. Everywhere I went, I made a point to show those I encountered that I am a Spartan. I was, and am, proud of Michigan State University’s rich history of social justice, accessible education, ground breaking research and global influence.
About three years ago, Michigan State University began a very public era of forced inspection and self-reflection. I’m intentionally leaving the specifics of the past three years out of this post. If they aren’t known to you already, quick Google searches will catch you up. Those who were, and are, directly affected by these events have expressed a desire to not have to see the names of certain individuals at every turn. They matter to me and I’m happy to honor the request.
About three years ago, I stopped voluntarily wearing the MSU brand on a daily basis. Over the past year, I’ve averaged wearing something with MSU visibly displayed on me about twice a month. This isn’t a protest on my part. I haven’t thrown my Spartan gear away. It’s more a commitment to ensure I can distinguish my identity — Lisa — from my relationship(s) with MSU.
Identity is a big deal and influences our ability to be objective when faced with information — good and bad — about the brands we’ve decided to make significant parts of our lives. In the early weeks of MSU’s troubles, I found myself wanting to defend or explain things I knew nothing about simply because I felt like I needed to defend and explain me. That was a wake-up call. None of the allegations or concerns had anything to do with me, at least not directly, and littering the situation with my own identity campaign wasn’t helpful.
I think about my decision to allow my name, words and actions to lead the effort of how people come to know me a lot these days. Brand identity is the fabric of modern American culture. People are adorned with evidence of their allegiances: faith, church, politicians, political parties, alma maters, professions, employers, military affiliations. No person, group, organization, belief system, etc., is above constructive inspection. So often that inspection is hindered by groupies of a brand who feel their lifestyle, character, beliefs, or person is under attack when inspection is necessary. They obstruct, whether intentionally or not, the exchange of information needed to know the truth. They excuse or explain what they are too far removed from to honestly understand. They project their own intentions and realities into situations without relevance.
The current list of conflicts and crises in our country right now is long and growing. So much of it is a direct result of group/mob identity battles. At the heart of every problem and solution is the truth of the individuals who are making the most significant contributions to the moment. Whether those contributions are judged to be good or bad need not have anything to do with the labels they’ve assumed. Consistency in recognizing right from wrong and the ability to apply just rewards and consequences without projecting our own identities into the behavior of others is the best way forward.
