Twenty years ago, branding was a new concept in higher education. Today, the entire landscape has evolved. Leaders at colleges and universities compete for best-fit students, and work tirelessly to draw the support of their alumni. Many institutions no longer see branding as a luxury; they view it as a necessity.
Developers and designers have never influenced each other more. But despite the close collaboration, the two disciplines have very different mindsets. Here are a few things I think they could learn from one another.
People head into the new year with the best of intentions: eat better, save money, take a great vacation. But what about your brand? Maybe it could stand to shed a few pounds, too. Here are some of the resolutions we recommend to make your brand healthier, wealthier, and wiser.
“What’s the difference between a brand and a campaign? And which one do I need?” We hear these two questions all the time from clients and potential clients in many industries: higher ed, financial services, healthcare, retail, and more. Over the years, we’ve thought a lot about the answers. So here’s what we know.
Earlier this month, hundreds of higher ed professionals gathered in Austin, Texas, for the AMA’s 2014 Symposium for the Marketing of Higher Education, where thought leaders spoke about trends, challenges, and opportunities in the industry today.
You may have noticed the term “content marketing” surfacing in conversations or LinkedIn endorsements. We know, it sounds like another forgettable bit of biz jargon — but it can be a critical piece of your organization’s marketing strategy.
Yesterday’s Apple Live event had exciting breakthroughs, including the first new product announcement from the company in four years. Here’s our take on what Apple’s recent approach to innovation can mean for creating compelling brand experiences.
As passionate people who build brands for a living, we know that a new brand identity comes with risks. The worst? Alienating your most loyal audiences. Usually the reaction is based on emotion, not insight, but either way, the groundswell can lead to a viral backlash.
We no longer live in a broadcast age. That means you can’t just buy people’s attention—it must be earned. And the best way to earn it in an era where most messages are ignored is to tell a good story.
As associate visual director at Ologie, Neil Wengerd has had a hand in creating brand guidelines for more than 30 brands, and he’s learned a thing or two along the way. Here, he shares some insights about the daunting task of developing a tool to keep a brand on track for years to come.