Does every brand really need to differentiate itself?
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.
Sweating your brand’s small stuff for consistency and credibility These days, my colleagues and I are encouraged to see so many institutions of higher education paying attention to the voice of their brands and thinking about how to write effectively across campus. What we don’t see discussed, however, is editorial style — a topic that, granted, isn’t
Rankings put daylight between competitors, and it definitely feels good to be in the top set. Until you’re not. Especially for institutions that make rankings an all-guiding, all-consuming pursuit, a bump down can feel devastating—but it shouldn’t. Yes: competition is healthy. Rankings-obsession isn’t. The ultimate value of the rankings is in flux today, and there’s
Building a healthy brand isn’t about chasing trends or joining in on the current craze. Healthy brands can’t cleanse their way to top-of-mind awareness. There’s no crash diet for building a customer pipeline, and no superfood that promises a higher conversion rate. The only regimen that guarantees long-term brand health is a balanced diet and
To keep up with the rapid digital evolution, many in higher ed are experimenting with new technologies. The latest? Chatbots. Here’s what you need to know. Chatbots are a form of artificial intelligence, but that characterization may be a little too upmarket. Basically, a chatbot is a computer program that answers your questions. You know
Simple is best in a competitive and crucial video environment. Video reigns supreme as the most important medium today. A great video is all about taking a people on a journey. Where do you want them to go, what do you want them to know and—most importantly—what do you want them to feel? Once you answer
If your website is the front door for your audiences — most importantly prospective and current students — then mobile is the driveway. Consider these points to make it the best possible experience. 1. Mobile should never be an afterthought. By thinking about your mobile site first, you’re forced to construct a hierarchy and think
13 to 17. It’s the age range stamped on the inside of every admissions officer’s eyelids. Every decision is made with this age bracket in mind, and the topics, styles, and trends that attract them. Will this video capture their attention? If I do get them to our site, how long will they stay there?
Where does the best creative work come from? Nobody knows. Most of us know that it doesn’t come from a strict set of rules, structures, and templates. But everybody knows that strong brands are consistent. And consistency comes from strong brand standards. From rules.
We read it in many of the higher ed RFPs we receive: “final deliverable will be a recommendation for brand platform, identity mark, and tagline development.” The request is simply stated, as if all three things are of equal weight and relevance.
Where: San Diego, CA
When: July 23-25
Jill Neely, Digital Creative Director
J.D. Thomas, Assistant Dean for Project Management, Communications, and Special Projects, Rutgers University
Where: The Ohio State University, Ohio Union
When: June 1
Who: Bill Faust, Senior Partner, Chief Strategy Officer and Nathan Thornton, Executive Creative Director
Presentation: The Future Shapers of Communities are also Shaping the Future of Higher Education – Seven Predictions for What’s Next