Have College Brands Delivered on Their Promise?
By Robert A. Sevier
Savvy campus marketing pros know that messages are most effective when the creative team seeks to differentiate them from what other institutions are saying and then integrate the branding across multiple channels.
Ten years after higher ed became enamored with “branding,” a panel of university marketers talks about lessons learned.
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T’S HARD TO BELIEVE THAT IT’S BEEN 10 YEARS SINCE brand marketing first swept higher education. During that time we have seen countless colleges and universities launch and develop brand strategies. And based on the number of RFPs in play, it appears that the interest in brand marketing will likely not diminish any time soon. As we look forward to that next decade of brand marketing, I thought it might be useful to look back to see what lessons we have learned. For a view from the trenches, I turned to a handful of brand veterans at both public and private institutions. Participating in the discussion were:
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Table of Contents for the Digital Edition of University Business - September 2010