Search Results | "Branding"

College Branding in an Open Source Era

College Branding in an Open Source Era

At this year’s South by Southwest Interactive, I had a chance to speak with Anya Kamenetz, author of DIY U: Edupunks, Edupreneurs, and the Coming Transformation of Higher Education. In her short but insightful book, Kamenetz outlines the forces that are starting to transform higher education in the U.S. and suggests alternative scenarios for what [...]

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Better Branding: Hire Passionate People

Better Branding: Hire Passionate People

I’ve been reading Passion Brands: Why Some Brands Are Just Gotta Have, Drive All Night For, and Tell All Your Friends About by Kate Newlin, and am enjoying her analysis of what makes a “passion brand.” Passion brands are those with which consumers form an emotional attachment, and which they recommend enthusiastically to their friends. [...]

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College Branding: What if Harvard Moved Next Door?

College Branding: What if Harvard Moved Next Door?

Why do most college branding efforts end up as meaningless pablum? I think it’s because most colleges have been relatively insulated from the effects of devastating competition. In fact, historically there have been major barriers to competition in the cozy world of higher education. The biggest have been geography, cost, and reputation. Let’s look at [...]

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Just Say NO to Bland College Branding

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 [...]

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Got Branding?

Got Branding?

The last time I wrote about Nabisco’s Oreo brand, it was in Mega-Branding: The Purple Oreo Problem. In that post I was critical of the seemingly crazy proliferation of Oreo variations – 46 offerings, including “Purple.” My criticism was based on research showing that offering consumers too many choices can reduce sales. Well, there are [...]

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College Branding and Banner Ads

College Branding and Banner Ads

Banner ads may be the most common method of reaching consumers on the Web, but they don’t get much respect. Web marketers talk about “banner blindness,” implying that users become so used to the presence of these ads that they no longer even see them. I don’t think it’s time to write off the ubiquitous [...]

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College Branding: Rooted in Reality

College Branding: Rooted in Reality

Some in higher education don’t like the concept of “branding.” This is so much the case that UK branding expert Robert Mighall wrote a lengthy article debunking some of the ideas those in higher ed have about the concept of branding (see College Branding Myths Demolished). To me, the biggest concern about the term “branding” [...]

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Is Branding Dead? Ask These Kids.

Is Branding Dead? Ask These Kids.

As a followup to my post, Is Branding Dead? Our Brains Say No, here’s more evidence that advertising-driven branding is alive and well. In this video, neuromarketing expert Martin Lindstrom conducts a series of on-camera experiments with a group of “tweens,” kids 8 to 12 years old:

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Is Branding Dead? Our Brains Say No!

Is Branding Dead? Our Brains Say No!

A recent post at ClickZ declares that branding is “Ineffective, Irrelevant, Irritating, and Impotent.” The author, Augustine Fou (I can’t help but point out “fou” is French for “crazy” or “madman” :)), starts by suggesting that “branding” (as a verb) implies an artificial construct, something other than the brand itself. Fou says that he himself [...]

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Sensory Branding at Le Méridien

Sensory Branding at Le Méridien

The last time you were in a hotel, what did it smell like? Do you recall any sounds? While I think sensory branding is important for all businesses, hotels have a particularly strong opportunity to practice it. After all, their customers enter the hotel environment completely, providing plenty of opportunities to both delight the senses [...]

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