Many community colleges have been in their communities for decades, and some take it for granted that campus stakeholders, prospective students and their families, and the public at large understands who they are and what they do. But like entities of all kinds, community colleges are becoming increasingly aware of the need to forge a consciously defined identity for themselves, particularly as the mission of two-year institutions becomes more tightly focused on students gaining degrees or other specific credentials, rather than just simply open access institutions for anyone. This has prompted them to undertake sometimes controversial but almost always rewarding rebranding campaigns.