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Feedback is our weekly column of bizarre stories, implausible advertising claims, confusing instructions and more


24 November 2021

Josie Ford

The future, now

Are you the sort of person who looks at the word “challenge” and sees “change”? We are, but then we are also the sort of person that sees the words “henge” and “leech”.

This probably means we aren’t the sort who will be duly inspired by “Leading with Purpose – The University of Alberta Brand Story”, a video introducing that institution’s new “One University” brand strategy. Having had it served up to us by a mole underneath its lawns, we find ourselves overcome with increasing waves of emotion.

“Leading with purpose means we never rest on our laurels,” we learn, to the backing …

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