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New Center for Communication Research Announced

Reception Honors College of Communications, The Values Institute Partnership

Nov. 13, 2013

A reception in honor of Cal State Fullerton's new Center for Brand Values Communication and Research was held last night at the Crevier Classic Car Showroom in Costa Mesa.

Also recognized was the partnership between the College of Communications and The Values Institute and the $75,000 Crevier Family Foundation gift that helped to launch the new center, which will focus on how organizations communicate shared values that lead to brand trust and strategic organizational decisions.

Since its founding in 2010, The Values Institute has observed the relationship between brands, trust and communication in dozens of organizations and created the annual Orange County's Most Trustworthy Brands event, recognizing more than 30 brands.

"Universities have the responsibility for graduating a workforce that understands the importance of brand values communications and research — not only to the bottom line but the societal good," said William G. Briggs, dean of the College of Communications. "The new center brings together the best research, industry experience and resources to enable us to lead what is clearly a long-term, national trend."

CSUF President Mildred García added her thanks and praise for the efforts of those involved. "I want to thank all of those who have worked so hard to make this center a reality," she said. "I am so pleased that Donnie Crevier has generously donated the initial gift of $75,000 to launch the center. And thanks to Dean Briggs and Mike Weisman for their vision. Because of the hard work and support of many here tonight, I know this center will have a huge impact on our students and our community."

"The Center for Brand Values Communication and Research allows us to link the shared values work we've been doing with Fortune 500 companies to relevant curriculum and research at the university level," explained Mike Weisman, founder of The Values Institute. "For the first time since starting this conversation in the 1980s, we can now make a classroom-to-boardroom connection. The result is a growth in brand trust and shared values-based marketing and management as an even more legitimate field of study and practice."

CSUF faculty members and center directors Mark Guohua Wu, associate professor of communications, and Patty C. Malone, associate professor of human communication studies, will work with Weisman to connect theory, research and instruction through various research and outreach tools. Immediately planned is a professional studies management certification program taught by CSUF faculty and industry advisers.

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