the question no one seems willing to answer about university branding

From SymOmega here:

Our previous but now-outdated motto was “Achieve International Excellence” which is pretty clunky but at least the intent is clear. Even earlier we had a much more succinct motto with which surely no-one can disagree  – “Seek Wisdom” – and to which I think we should return, if we really think a motto is important. But actually, what is the point of a university motto/tagline at all? Do students choose universities based on the motto? Is the motto intended to convey to the public some deeply held core value? If so, should it really be chosen by some marketing consultant?

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