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
How You Say It Can Be
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
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
Montana State University, located in Bozeman, educates 14,000 students as part of its mission as the state’s land-grant institution. Set in the picturesque Gallatin Valley, the campus offers a one-of-a-kind blend of academic excellence and outdoor adventure.