Branding is not an abstract science, disconnected from the underlying business realities of academic institutions. Ask Coke what their brand is worth, or Apple, or Four Seasons: in all cases, a strong and well-focused brand causes consumers to value a product or service more and, therefore, pay more for it. This is also true in [...]
The blogosphere is taking note of the mission of the Johns Hopkins Carey Business School to teach business “with humanity in mind.” Check out BrandSinger‘s post/reaction to the new campaign launched in partnership with Lipman Hearne.
Lipman Hearne’s CEO, Rob Moore, recently penned an article for CASE Currents on educational branding truths: Having a muddy, chaotic brand is like trying to simultaneously cram through the doorway of a party with five other guests. The host opens the door to a dismaying display of mass confusion—six people grunting, swearing, shoving, and throwing [...]
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 [...]
Céad míle fáilte: While the Irish greeting for “100,000 Welcomes” hasn’t translated exactly to that number of new client relationships in 2010, we have had quite the busy first two quarters at Lipman Hearne establishing new partnerships. We are proud of, and excited by, the collaborations that are underway and would like to take a [...]
This interesting brand management article in the Gallup Management Journal shines the spotlight on an often forgotten marketing “P.” My take on this topic…brand experience is the next most important horizon for all brands. As marketers, we continue to refine and master the “channels” and the product positioning and the pitch — but, ugh, those [...]
Another day, another important article – this one in U.S. News and World Report – on how business schools are “re-evaluating the importance of business ethics and different methods of teaching ethics.” This topic has had a lot of coverage for several years, starting even before Enron and other high-profile ethical messes. The global financial [...]
Did the MBAs do it? The debate rages whether business schools and their graduates are responsible for the global financial crisis. Dutifully, many schools are “introspecting” on the subject. Why Character is Destiny for Business Schools – and the MBAs They Groom, in the new issue of the Baylor Business Review takes a look at [...]
New legislation being considered by the U.S. Department of Education is squarely aimed at for-profit colleges, with the intent of linking a student’s debt with their post-graduate earnings. Their concern is that students—lured by advertising—are investing in credentials or degrees that don’t actually deliver the earning power that the student expects, generating flotillas of “underwater” [...]
Upon reading the first article in a three-part Business Week series examining high-profile searches for new business school deans, it struck me that it is hard to overstate the importance of getting this process right. As with a corporate CEO position, the individual leading each of these institutions — or at any top business school [...]