Billboards and branding

A Missouri S&T billboard in Kansas City highlighting the school’s Mars Rover Design Team, which won a world championship.

Three Billboards Outside Ebbing, Missouri is apparently the odds-on favorite to win a lot of Oscars at tonight’s Academy Awards ceremonies. But whether the movie brings home any trophies, it has reaffirmed something many marketers in our digital age may hesitate to admit:

Billboards  work. Continue reading “Billboards and branding”

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Friday Five: Building brand equity, the ‘Iconic Advantage’ way

Iconic Advantage is a new book by Soon Yu

Today’s Friday Five is lifted straight from the pages of a book I recently picked up called Iconic Advantage: Don’t chase the new, innovate the old, by Soon Yu with David Birss. This isn’t a book about branding or marketing. It’s a book about building on the intrinsic “iconicity” of a brand, product or service. But it contains troves of great information for any brand manager or marketer. An early chapter on brand equity offers five great reminders about what drives iconic brands. Even if you don’t think your brand is iconic, you can learn from Yu’s wisdom. Continue reading “Friday Five: Building brand equity, the ‘Iconic Advantage’ way”

What higher education can learn from strong digital brands

What can colleges and universities learn from digital brands like Dollar Shave Club?

As brands, colleges and universities occupy an interesting space. We don’t like to talk about our students as customers, although some would argue that we should change our mindset. Many of us in academia also would prefer to not think of our enterprises in business terms of any sort. But as branding takes on a more prominent role in higher education, there’s also a shift in perspective among administrators, communicators, marketers and faculty that acknowledges the importance of branding and marketing. That shift has led to a greater appreciation for brand management as a function to help influence and shape audience perceptions of our institutions. Continue reading “What higher education can learn from strong digital brands”

Friday Five: #GroundhogDay edition

@PunxsutawnyPhil has seen his shadow, predicting six more weeks of winter.

Happy Groundhog Day, gentle reader. It is now official: Punxsutawny Phil has seen his shadow, which means six more weeks of winter. So stay warm, pour yourself a cup of coffee or hot chocolate, and cozy up to a short list of list-like posts, all relevant to your higher ed interests. Continue reading “Friday Five: #GroundhogDay edition”

Reflections on rebranding, 10 years later

Photo by Sam O’Keefe/Missouri S&T

UPDATE: A proof of my journal case study on this topic is linked at the bottom of this blog post.

Ten years ago this month — on New Year’s Day, in fact — the university where I work changed its name from the University of Missouri-Rolla, or UMR, to Missouri University of Science and Technology, or Missouri S&T for short.

Continue reading “Reflections on rebranding, 10 years later”

A marketer’s guide to #CASEVI 2018

The 2018 CASE District VI Conference is being held Jan. 28-30 in St. Louis

The 2018 CASE District VI conference is officially off and running today in St. Louis, Missouri, USA. I’ve already reconnected with friends and acquaintances from past conference and from my work with them on the district board, and I look forward to making new connections with professionals in the world of advancement, alumni relations, and communications and marketing. Continue reading “A marketer’s guide to #CASEVI 2018”

A different take on the BS degree (or degrees of BS)

Chronicle Review Illustration by Scott Seymour

Given our U.S. president’s alleged recent use of a vulgar term to describe much of the world outside of the United States, and the resulting, um, feces storm the allegation has unleashed in the social media sphere, I suppose it’s no surprise that higher education has also given in to the use of coarsening language to make a point. In this case, however, sociology professor Christian Smith of Notre Dame University out-Trumped Trump’s (again alleged) euphemism by a few days with this jeremiad published a week ago by The Chronicle of Higher EducationContinue reading “A different take on the BS degree (or degrees of BS)”