I qualified with a Masters from the Technion in 1973. Looking back at my years spent there I can say I did learn a lot, but I would have wanted a 'cool' place, prison would have been preferable. You can re-brand it, it does not mean it will be a different place. It only means you are misleading people.
Labor court orders Jerusalem light rail operators to return to work (Haaretz)
from the article: Marketing the Haifa Technion as a world-class center for… hip-hop