Twenty years ago, the average college president spent little time worrying about the brand. Applications were up. Budgets were stable. And leading a university can be as complex as running a small city – why focus on the window dressing? But as higher ed has evolved, so have the prevailing views on branding.
Generation Z (the group of individuals born after 1996) is 78 million strong, and they’re unlike any other generation before them. These differences appear in what they value, how they interact with each other, and what they expect of the society they live in.
The environment we work in today is constantly and rapidly evolving. The way we communicate now is markedly different than it was even three years ago, with technology that continually forces us to think in new ways.
In higher education, the basic content and function of the undergraduate viewbook haven’t changed in decades. It’s timeless. Or, maybe it’s just old.
Recently, we recommended to a small, liberal arts college that they discontinue their diversity and inclusion brochure. “Why?” they asked. “What kind of research do you have that shows it’s no longer an effective recruiting tool?”
It seems the goal of branding today is to be everywhere and do everything, often with scant resources. But this ongoing pressure can have a serious impact on brands. Sometimes, the opposite approach can be more powerful.
As the digital and cultural landscape continues to evolve, it’s critical that we (and our clients) grow along with it. This is especially relevant in higher education, where change tends to happen slower than elsewhere.
This is a banner day for opinions at the water cooler. There was an obvious theme of the night: humor, with several brands relying on comedic actors (Jeff Goldblum, Steve Harvey, Seth Rogen, and Amy Schumer, to name a few).
A brand refresh — which can be anything from adjusting your logo’s color to a full-on messaging update — can help your organization’s story align with what you stand for and your current offer. But when should you hit the reset button on your brand?
Campaigns are more than an ask for money. Beyond the bottom line lies a golden opportunity to tell your story, proclaim your vision, and connect with donors on a level that goes much deeper than their pockets. Once you can do that, you’ll not only reach your goal, you’ll elevate your entire institution.