…And that’s coming from a gay Ologist with a sun tattoo. But during a month when companies swap their usual profile pictures for rainbow versions, it’s important to remember the power of authenticity. And as growing swarms of consumers use their dollars to vote for the causes they’re passionate about, it’s not only crucial to
The look of America’s college campuses is shifting. Back in October, I wrote about “The Forgotten 40 percent,” exploring how higher education institutions might better court the growing numbers of adult learners in their marketing and recruitment materials. But adult learners aren’t the only group adding diversity to campuses across the country. New efforts, like the
We see a lot of alumni magazines come across our desks. And we can’t help but notice how many feel like a rinse and repeat of issues past. It may be time to hit the refresh button on your publication, so that you can better engage one of your most critical audiences: your graduates. But
Born between 1996 and 2010, the members of Gen Z have a very different mindset from the generations before them. From politics and religion to technology and relationships and everything in between, Gen Z is changing the way the world thinks. So, how do you connect with the members of this most influential group?
We’ve all seen our fair share of them: college viewbooks filled with glossy images of teens sitting under trees, playing frisbee, gathering in dining halls and dorm rooms. Stories about Greek life and internships at local businesses. All of which makes sense: the typical college student is usually very interested in these parts of campus
I just got back from Stratfest 2018, where planners and strategists from all over the globe gathered to exchange knowledge and experiences, as well as celebrate 50 years of planning (and make predictions about the next 50). Here are a few of my top takeaways: See the forest and the trees (and the bark, too).
Brands are finding themselves on the hot seat more often these days. Anytime a social or political issue shows up in the 24-hour news feed, a growing number of consumers want brands to weigh in. Take artisan ice cream founder and creator Jeni Britton Bauer who called out Fed-Ex for their refusal to cut ties
Here’s a scenario that probably happened in 1988: A bunch of marketers sitting around a table talking about a campaign they were going to do for a certain shoe business called Nike. A guy pulls up an easel and puts a board on it that reads, “Just Do It.” Somebody at the table says, “Isn’t
We’re happy to announce that we’ve once again been named a Top Branding Company in Columbus by B2B research firm, Clutch. Last year, we were thrilled to be recognized as a nation-wide industry leader, and this local ranking is a testament to the commitment to our own community. We’ve called Columbus home for more than three
In today’s overstuffed and noisy market, standing out is considered a mandatory goal for all brands. But often, brand-builders focus too heavily on differentiation – which can blind you to the needs of more established relationships and expose your institution to unnecessary risk.