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Vega
is the name of the brightest star in the celestial constellation of
Lyra. Due to its intense luminescence and the crucial role it plays in
maritime navigation, Vega has been described by astrophysicist Austin F.
Gulliver as “the next most important star in the sky after the Sun”.
Founded
in 1999 by a breakaway group of pioneers, mavericks and innovators,
Vega The School of Brand Leadership was born in response to the urgent
need to shift the paradigm of conventional marketing communications.
The
traditional approaches to brand-building, marketing and advertising had
been exhausted and were rapidly reaching their sell-by date. A new
school of thought was called for and Vega answered that call.
The belief that the brand is born to
lead is the cornerstone of the Vega philosophy. In the words of Vega
founder Gordon Cook, “a brand delivers particular and unique meaning in
order to add value and connect with people.”
In other words, a brand is
not merely the name of a product but the manifestation of an identity
and, more importantly,
a purpose: think of brands such as Apple,
Greenpeace and Google and you quickly realise that brands are far
more
than letters and logos but powerful cultural forces shaping the world as
we know it.
THE STUDENT EXPERIENCE
Of
fundamental importance at Vega is the commitment to making students
“industry ready” when they graduate.
In other words, by the time you
leave Vega
you are ready to slot seamlessly into your chosen profession
as opposed to having to brace for the shock of “the real world”
once
your studies are over.
The
emphasis at Vega is upon a synthesis of the theoretical and practical
which mirrors closely the reality of the industry that you will be
entering.
The idea is that you hit the ground running and dive directly
into your career
without having to make any radical readjustments as the
abstractions of theory make way for the hard facts of reality.
Through an intensive combination of
working on live briefs; receiving hands-on navigation by industry
veterans;
relentlessly honing your craft; undergoing industry
internships and experiencing the legendary Vega Brand Challenge,
by the
time you leave the Vega fold you will be as much a seasoned pro as a
newly-minted graduate.
THE TEACHING PHILOSOPHY
The core pedagogic principle embraced
by Vega is reflected in our very name.
Since Vega is the navigational
star, the concept of navigation is central to Vega’s unique teaching
methodology.
Vega lecturers are navigators: we are driven by the ethos
of pro-active, expert guidance rather than that of merely imparting
information that is passively absorbed.
Central to the navigational process is
the dialogue established between navigator and student.
The rigorous
examination, review and critical analysis of ideas allows for the
continual evolution of concepts
into final crafting to produce the most
original and meaningful results possible.
We believe in adding value to
peoples’ lives.
Perhaps the most important cornerstone of the Vega teaching philosophy is that enshrined in our mantra
wisdomwithmagic.
Expressed in this dictum is the fundamentally synergistic nature of the
relationships between creativity and strategy;
