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”

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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)”

Be the guide, not the hero

I don’t know about you, but sometimes I need to be reminded of a principle or concept I learned long ago but somewhere along the line either forgot, ignored or simply set aside while pursuing other things. Recently I was reminded of an important branding principle that hasn’t been as top of mind for me as it should. Continue reading “Be the guide, not the hero”