Leading a University Rebrand with Purpose

What does it take to lead a beloved institution through a name change without alienating stakeholders or losing sight of your values? In this episode, Dr. Mark Milioni, President of Mission University (formerly Baptist Bible College), shares the deeply intentional and strategic process behind one of higher ed’s most thoughtful rebrands.

Dr. Milioni walks us through the financial and cultural challenges he faced upon taking leadership, why a name change wasn’t a silver bullet but rather the culmination of a larger transformation, and how he balanced tradition with vision to roll out Mission University. From legal protections to faculty engagement, from strategic partnerships to athletics and student recruitment, you’ll hear how courage, clarity, and collaboration shaped every step.

🎧 Join us as we discuss:

• Why rebranding requires courageous leadership, not just clever marketing

• How to roll out a new name without losing your base

• The role of partnerships in expanding program offerings

• How athletics and enrollment align with institutional mission

• The importance of external validation and legal groundwork

  
  

🎙️ Inside the Episode

02:15 - Mission Universities rebranding journey. 

10:30 -  Financial challenges and the initial state of the institution. 

18:45 -  The decision-making process behind the name change. 

25:00 - Strategies for managing change and stakeholder engagement. 

35:20 - The role of strategic partnerships in the transition. 

45:10 - Athletics and its impact on the rebranding strategy. 

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