My enthusiasm for Washington State University is of a different order from my love of Bic pens. Whereas Bics are a tactile part of my everyday life, WSU is an organisation I admire from afar, mainly for the way they do their branding. At meetings I often summon the WSU website to whatever online device comes to hand, and prceed to froth at theÂ mouth with enthusiasm… Their ‘World class. Face to face.’ is a great concept, one of the rare HE brands that actually means something. But what I really admire is the relentlessness and creativity they show in applying it. It really does permeate everything they do, and their communications demonstrate this excellently – eg video clips of students describing what ‘world class’ means to them.