Undergraduate students from PLNU's Fermanian School of Business, many eager to begin careers in the field of marketing, dressed in their professional best to hear a group of five experts present insight on successful branding for the "Successful Branding: From Corporate Brand to Personal Brand" event sponsored by the Office of Strengths and Vocation (OSV) on February 6, 2014.  Each panelist shared insight from their specialized area of expertise, with one unmistakable overarching theme: authenticity and passion.

Scott Schimmel, a professional trainer and coach at YouSchool, Inc., kicked off the night sharing the concept of "developing a story" in personal branding; he told a story of his friend who, not knowing what exactly he wanted to do in life, went into law because that is what his brother did.  Although this made for a "good story" it wasn't his story.  "Who would want to walk up to the pearly gates and hear God say, 'Hey, why did you do someone else's life?" he asked the attentive audience.

While Scott generally works with youth, panelist Simon Vetter, who works with corporate leaders and managers, was in agreement.  He encouraged the students to start with what is important to them and find what they are passionate about.

Simon has worked with corporations like Microsoft and Dell to address and solve leadership issues.  He shared an experience where a leader was innovative and great at solving problems, yet his coworkers hated working for him due to his inability to listen and tendency to stifle creativity from his workforce.  Simon helped him learn to listen better and the employee feedback was encouraging.

For Simon, corporate internal branding is about reputation.  In conversation during the networking portion of the event, he shared that unfortunately many times people are not good leaders but their brand remains in high esteem.  "Take NBA, the highest scoring basketball player can be a real jerk but he's still the highest scoring basketball player and they're not going to fire him,"  he said.  If the reputation can be sustained in the absence of integrity, what is the motivation behind trying to improve a leader's interaction with their coworkers?  What is the point if they are going to be successful anyways?  Panelist Denise Yohn had an answer.  For Denise, it is not about how the public perceives you.  It is about being the way you want the public to perceive you.

Denise Yohn has worked with companies like Frito-Lay and Oakley, helping them find their company's target range and conveying it to the entire team.  She dislikes the term 'branding' and swaps it for the term 'brand building.'  When conversing with Denise, a marketing sophomore student mentioned the word "reputation" - an idea favored by Simon - only to watch her cringe.  For Yohn, the implication is that the company has to be good at putting up a convincing facade.

Liz Goodgold, branding expert and motivational speaker, is not 100% in agreement.  Liz shared that there is a "7-second-hook."  In other words, we have only seconds when meeting someone to impress them.  For Goodgold, it is about presentation.  

Liz shared three important keys in branding: consistency, alertness, and relevancy.  In regards to being alert, Liz encouraged students to "R&D" or rather "Rip-Off and Duplicate."  The panelists shook their heads in agreement with this idea of noticing what great brands do well, and emulating them.  Her relevancy concept was very similar to Scott's message of "authenticity."

One of the most impactful things Liz shared in regards to authenticity was that it takes great courage to maintain a brand.  Some companies may not want to hire you because your personal brand is inconsistent with theirs.  When this happened to Goodgold she said, "Good!"  She does not want a company to hire her if she cannot stay true to her authentic brand.

Perhaps the most unique of the panelists was Terry Hogelucht, a graphic designer who unlike the other panelists took a much more tangible angle of branding.  Though he went a different route, the theme prevailed.  This first questions he asks his clients are "Who are you?  Who do you want to be?"  After grasping these answers, Terry proceeds to the design phase to find a visual representation that is timeless.  Later during networking conversations, Hogelucht mentioned that once a logo is developed, it stays with you.  Like the other panelists mentioning consistency and authenticity, Terry's logo and visual brand development equally emphasizes a similar theme.

Scott Schimmel said it best when he said, "What does God want me to do?  Is there one thing? ...I don't think God cares what we do nearly as much as we think He does."  When discovering your personal brand, he advised the students to not get caught up in searching for a predetermined plan.  "Find what you're passionate about,"  he said, "Find what irritates you."  Often what irritates you reveals what you are passionate about.  Discovering who we are uncovers what our personal, timeless brand will be.

Written by Alicia Wagoner


Calvin College is hosting a conference on Faith and International Development. This is a great opportunity to hear from some amazing people doing great work in the International Development sector. Check out the page linked above and email with any questions. We are looking to provide some scholarhsip for a few students interested in going and would love for many more to attend. If you are interested in attending and applying for a partial scholarship email us and we will forward on more information. 

Center for International Development

This year’s ACBSP annual International Conference, “Engaged Learning in the Digital Age,” was held November 27-December 1, 2013 in Brussels, Belgium.  During the conference, Dr. Kim Hogelucht of Point Loma Nazarene University gave a presentation that outlined ways to keep students in business hybrid courses stimulated and engaged as well as strategies for establishing presence. Following the conference Region 8 President, Vasilis Botopoulous presented her with the award for “Best Presentation.”  

Accreditation Council for Business Schools and Programs (ACBSP) is an accreditation association for business education – the first to provide accreditation at all degree levels for business. ACBSP advocates continuous efforts for improvement and excellence, recognizing every quality business program in the world.

Dr. Kim Hogelucht says that her “favorite part of teaching is engaging with students and feeling the energy and excitement generated by [their] discussions in class.” For this reason she was hesitant to teach an online hybrid course, fearing the loss of that face to face interaction with students. Despite her concerns, she applied to pilot one of PLNU’s first hybrid courses and was selected. “I knew that I had to figure out a way to bring my course content ‘to life’ when I wasn't meeting face to face consistently with my students,” says Hogelucht. The response she got from students was very encouraging. Students felt equally engaged as they did in face to face courses. The positive feedback prompted her to compose a paper on the subject.

The paper Kim Hogelucht had composed – essentially her presentation as well – entitled "Strategies for Student Engagement and Retention in a Business Communication Hybrid Course Pilot" provided strategies for keeping students engaged in a hybrid course format. More specifically, Hogelucht focused her presentation on methods for establishing “presence.” During her presentation, Kim Hogelucht also shared a very interesting comparison – generated from course instructor evaluation results – of student engagement in a business communication course offered in a hybrid format versus face-to-face (F2F) format. The results reflected the potential for a hybrid course to provide equal student engagement to that of an F2F course. Though data shows these results, Hogelucht says that she believes “it takes a very motivated and disciplined professor and disciplined professor and student to succeed in an online environment.” She also considers budgeting time effectively as key since there exists so much flexibility when work is delivered and collected. 

Fellow PLNU colleague Dan Bothe says of Kim Hogelucht, "It was great that Kim was able to travel across the globe to present her strategies for engaging students in an on-line environment, which proves to be just as effective as her strategies in a face-to-face environment.” He also recognized her passion for influencing students saying, “Based on the positive impact her teaching has had on students' lives over the years, I am not surprised she won best presentation."

Due to Dr. Kim Hogelucht’s successful experience with piloting a hybrid course, she was able to compile an impactful presentation. As a result of her award received in the ACBSP conference, she has been invited to deliver the presentation this summer in Chicago as part of ACBSP’s “Best of the Regions” series.

Written by Alicia Wagoner (Contributors: Kim Hogelucht, Daniel Bothe)


Dale Schierholt’s film, “Art by Constraint”, premiered before a full crowd at the Museum of Contemporary Art San Diego in La Jolla on January 17th, 2014. The full documentary aired on local television on San Diego’s KPBS, channel 15. A preview can be viewed here:  

Throughout the day, KPBS featured interviews with Adey on the radio at 89.5fm during the KPBS “Morning Edition” and afternoon “All Things Considered” programs and during the 5pm and 6:30pm broadcasts of Evening Edition on KPBS TV.

Since January of 2013, Adey has committed his full attention to creating the immense body of work contained in “Hither and Yon” during a yearlong hiatus from the classroom. This sabbatical allowed him to serve as the first ever artist-in-residence at Scott White Contemporary Art. Throughout this process, Schierholt documented Adey through film and interview. Schierholt successfully captured the essence of the exhibit and Adey’s methodical process within the bounds of a self-realized constraint.

In “Hither and Yon”, Adey utilized a diverse range of materials and techniques to investigate the concept of constraints as a metaphor for the human condition. Adey admits that it's often the constraints and boundaries he sets for himself during the conceptualizing phase that inform his work. “Constraint gives you something to push up against. A tool to make creative decisions” says Adey. With this approach Adey is able to find not only artistic freedom, but also a common thread that unites these seemingly tangential mediums. 

A 1994 graduate of PLNU, Adey received his Masters of Fine Arts at Cranbrook Academy of Art in Bloomfield Hills, Michigan in 2002, before returning to his alma mater as a member of the faculty in 2003. “Hither and Yon” ran at Scott White Contemporary Art from January 17 to February 15, 2014. 

Art & Design, External Relations, Office of Community & Government Relations, PLNU

For the past year, Point Loma Nazarene University Professor of Art, David Adey has been on sabbatical, hard at work on his innovative and progressive exhibit, “Hither and Yon”. The culmination of this work occurs Saturday, January 11th with Adey’s opening reception of his premier solo exhibit at Scott White Contemporary Art in La Jolla, California.


In “Hither and Yon”, the result of his yearlong hiatus from the classroom, Adey utilizes a diverse range of materials and techniques to investigate the concept of constraints as a metaphor for the human condition. Each piece within this exhibition has undergone a methodical process for its creation within the bounds of a self-realized constraint. Adey admits that it's often the constraints and boundaries he sets for himself during the conceptualizing phase that inform his work. “Constraint gives you something to push up against. A tool to make creative decisions” says Adey. With this approach Adey is able to find not only artistic freedom, but also a common thread that unites these seemingly tangential mediums. 


Some of Adey’s most iconic works in this series involve carefully deconstructed consumer images pulled from various Google searches. Using fragments of skin from hundreds of models and celebrities, he creates elaborate pinned collages reminiscent of complex entomological displays. The piece, Gravitational Radius, uses exclusively fashion and celebrity images. Adey exploits their two-dimensional nature by extruding them into three-dimensional space. Each decontextualized body fragment is transformed into a thin membrane of flesh, as its source and identity are lost. The final product is a homogenized mosaic of push-pinned skin that is macabre by nature, but somehow strikingly beautiful


In Hide, an inventive take on a self-portrait, Adey explores a different method of deconstructing and flattening the human form. Beginning with a three-dimensional scan of his entire body, he creates a triangulated three-dimensional model of himself comprised of over 75,000 triangles. From there, the model is unfolded and flattened to form a two-dimensional record of the entire surface of the artist’s body, all in one piece, without overlaps. This two-dimensional apparition is then laser cut and framed in two adjacent panels to create a diptych resembling a cross between a Dymaxion Map and a Rorschach test.


Other works in “Hither and Yon” encompass a wide range of materials and concepts such as cold war-era electronics, plastic and paper cups and buckets, and a collaborative piece with an Actuary, yet his voice and vision remain clear and consistent throughout the exhibition. Adey has managed to successfully fuse contemporary art concept with formal creation and aesthetic. His work reflects a practiced and methodical process that results in works that are not only visually elaborate, but also intellectually stimulating and conceptually provocative.


Since January of 2013 Adey has committed his full attention to creating this body of work as Scott White Contemporary Art’s first ever artist-in-residence. Scott White Contemporary Art has been supporting Adey throughout the year, allowing him the space, time and freedom to pursue new and exciting directions with his work. Filmmaker Dale Schierholt has also been documenting David through film and interview. The completed project will be a full-length documentary on David Adey with a premier screening at the Museum of Contemporary Art San Diego in La Jolla on Saturday night and broadcast on KPBS on January 17th.  A preview of Dale Schierholt’s documentary can be viewed here.


Prior to this exhibit, Adey’s work was featured at the 2010 California Biennial hosted by the Orange County Museum of Art in Newport Beach, CA, and was also included in Here Not There: San Diego Art Now (2010) at the Museum of Contemporary Art San Diego. His solo exhibition at Luis de Jesus Gallery in Los Angeles was selected by The Huffington Post as one of ‘Southern California’s Top 10 Exhibitions for 2010’, and a recent exhibition at the La Jolla Athenaeum was named ‘Exhibition of the Year’ by the San Diego Fine Art Society. In addition, David Adey has also exhibited in Miami, Detroit, Boston, Finland and Berlin. 


A 1994 graduate of PLNU, Adey received his Masters of Fine Arts at Cranbrook Academy of Art in Bloomfield Hills, Michigan in 2002. He returned to his alma mater as a member of the faculty in 2003. “Hither and Yon” runs at Scott White Contemporary Art through February 15, 2014. 

External Relations, Office of Community & Government Relations, PLNU

Founded in 1902, PLNU has rich history on which to reminisce. Homecoming provides that special time each fall when alumni return to campus to celebrate and honor their PLNU heritage together with current students. 

Homecoming Chapel on Friday, November 22nd celebrated the careers and testimonies of five outstanding alumni. Students, alumni and members of the PLNU Board of Trustees were on hand to celebrate. The Alumnus of Point Loma Award is given to recognize outstanding professional and/or academic accomplishments, a strong Christian testimony, and an impact on the lives of others. This year’s recipients included: Dr. Randy Skidgel (74), Dr. Kathy McConnell (B.A. 70, M.A. 71), David Clouse (77), Dr. Dan Lopez (B.A. 92, M.A. 96) and Damen Lopez (B.A. 94, M.A. 98).

This year’s homecoming theme,  A Tale of Two Cities celebrates the 40th anniversary of the move from Pasadena College to PLNU’s Campus in Point Loma. In addition to numerous events throughout the weekend, a special Spoken History event on Saturday, November 23rd will take place in Cooper Music Center from 3:15 - 4:00 p.m. The event will feature interviews with Dr. James Jackson, Dr. Reuben Welch, Dr. Warren Brown, and Dr. Ronald Kirkemo about the move from Pasadena to Point Loma. 

Immediately following the Spoken History event the Main Event will celebrate the lifetime achievements of two PLNU alums. The Alumni Association of Point Loma Nazarene University presents the Distinguished Achievement Award annually to two graduates who have exhibited outstanding lifetime accomplishments in a profession, in an academic field, or in service to a nonprofit organization. These are alumni with a strong Christian testimony who have had an impact on the lives of many. The 2013 Distinguished Achievement award recipients are Richard Skiles (53) and Dr. Jonathan Salgado (73). 

Saturday’s events culminate in the Homecoming Men’s and Women’s Basketball Games in Golden Gymnasium beginning with the Women’s game against Concordia at 6pm. The Men’s Basketball team will take on Olivet Nazarene University at 8:00 p.m.

For the full Homecoming 2013 schedule:  

Office of Community & Government Relations