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 campu
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
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
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.
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.