Quantcast

Just Say NO to Bland College Branding

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” […]

By |October 27th, 2009|

Audio Branding: ‘Tis the Season

Marketing campaigns often focus primarily on the sense of vision, whether they are purely visual elements like print ads and billboards, or even when they have associated sound, like television commercials or retail environments. I’ve written about olfactory marketing – appealing to the sense of smell – but what about sound? How can marketers go beyond using audio to communicate benefits (or, even worse, speed read through the legalese of a disclaimer) and incorporate a powerful branding or other marketing message? […]

By |December 28th, 2007|