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 [...]
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 [...]
At the CASE District III conference yesterday, I was asked to sit in for Scott Jaschik – editor of Inside Higher Ed – when his flight arrangements conflicted with the timing of the session. Co-presenter Rae Goldsmith from CASE and I managed to deflect the massive disappointment in the room at Scott’s absence and lead [...]