The thesis of this paper is that the open and distance education sector is based on a framework of terminology that is typologically inconsistent and which lacks clarity, and open and distance education teaching and learning models are examined to explore these concerns. The findings of this analysis are then used to assist in the articulation of a strategic direction for a regional dual-mode Australian university and to identify appropriate branding for its off-campus model of education. Concerns are raised as to the appropriateness of an "online" message to prospective students given possible adverse perceptions of a learning environment that may not align with the needs and expectations of distance learners.