Fundemental Entity

Fundamental Entity: The Martha Cook Building. Martha Cook is an umbrella brand that covers three primary services:
1. Housing and resident life for undergraduate women at the University of Michigan
2. Alumnae associations providing opportunities for socialization, networking, and staying connected with college friends.
3. Fundraising efforts for scholarships and the preservation and renovation of the building.
Although there are distinct sub-groups within the Martha Cook Organization – Residents, a Resident House Board, an overall Alumnae Association, Alumnae Association Chapters, and a Board of Governors, most “Cookies” don’t really differentiate anyone of those things from “Martha Cook” overall. Therefore, in the eyes of its constituents, Martha Cook is and always will be an umbrella brand. As such, care must be taken to keep each “product” that is offered consistent with the values that constituents associate with Martha Cook.
The Martha Cook “brand” brainstorm
• Tradition
• Friendship
• Home
• Leadership
• Women helping Women
• Building a network