I’ve been reading the recently released second edition of Differentiate or Die by Jack Trout, and there are some powerful (and timeless) messages there for all brands. Although the entire book is geared toward commercial brand differentiation, some of the comments relate directly to higher education marketing.

Trout takes on bland, meaningless product taglines with the same gusto I attacked college taglines that say nothing about the school in a previous Neuromarketing post. Here are a few of Trout’s ineffective tagline examples – see if you can match them up with their brand:
– “Your future made easier”
- “Yes you can”
- “Way of light”
- “Uncommon wisdom”
- “Shift” […]