Marketing is all about image. When a university markets itself to future students, it sells them an ideal college experience, for as much as a six-figure fee. With that in mind, consider these quotes from a promotional video for Saint Louis University’s new “Be a Billiken” marketing campaign.

“Once I came to visit, everyone was so friendly.”

“It’s everything I ever wanted SLU to be . and more.”

“Once you start being a Billiken, it’s hard to stop.”

These statements came straight from the mouths of SLU students and are important: they may mark a shift in how students perceive SLU-that is, as long as everyone buys the image that the campaign is selling.

What does it really mean to be a Billiken? There are hundreds of tigers and bulldogs, but the squat, mischievous Billiken is one-of-a-kind. He’s cheery. He’s offbeat. He’s mysterious. He’s the picture of a fun-loving, super-friendly, community-minded student body and the perfect brand for the next generation of SLU students … right? That’s what the testimonials are telling us.

And it may be true. Maybe the University is ready to present itself as an all-around exceptional college. Maybe SLU is ready to transcend its piecemeal reputation for excellence and open an umbrella of positive influence over all of its programs. It has risen to the 80th university in the nation, has nationally recognized sports and a bevy of new buildings.

In many ways, SLU is like an extreme makeover contestant after the blindfold is taken off: The exterior looks great, but the self-image needs some work.

Historically, SLU has been the solid, Jesuit option, the practical choice and a good school to settle for. It’s the second-best cousin of Washington University in St. Louis. It is B-level-above average, but not quite great. This encourages a spirit of friendly self-depreciation among students, one that morphs into respect over time.

But what if we turned that self-image around? What if we could be proud to be here, proud to be Billikens?

The idea requires us to buy into propaganda for an improved reputation. It asks us to overlook SLU’s faults and celebrate something that might not always be worth celebrating.

But hey . it’s worth a shot. SLU won’t get any better unless we want to make it that way.

So go on, be a Billiken. But make sure you decide what that means for yourself. Avoid the rhetoric and the sales pitches. Avoid the slogans and generalizations. Instead, delve inside of SLU and see it for what it really is.

Only then can we align SLU’s image with its reality. Only then can we honestly say, “I want to be a Billiken.”