The Commons

Andrew Careaga said some good things about my new book—The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors.  “Quick, insightful,” “good counsel,” “expertly and concisely packaged narrative….”  Dude!  But then, “peppering one’s prose with standard-order marketing adjectives,” “try[ing] too hard to be clever….”  Sigh.  The travails of being misunderstood…a poor, sensitive being in search of truth….

All told, he’s right on target.  I wrote the book to meet both a beginner’s needs and a mid-level professional’s interests in learning more.  And hey, he ends up saying, “the final product is a worthwhile how-to resource for higher ed marketers.  I plan to share it widely with members of our branding and marketing team, and maybe even with some administrators.”

Thanks, Andrew. Your autographed copy is on the way.  Bound to be worth at least $2 more than the face value, someday.

-Rob Moore, President and CEO

Tags: admissions, brand personality, branding, higher education, higher education marketing, lipman hearne, nonprofit branding, nonprofit communications, nonprofit marketing, Rob Moore, student recruitment, The Real U, trends, web 2.0