Push your brand creative from ho-hum to one-of-a kind.
“If at first the idea is not absurd, then there is no hope for it.” – Albert Einstein I first came across this quote on the inside of a Snapple cap around the time I was getting ready to present the WONK brand concept to the American University administration....The three-legged stool metaphor provides options.
Back in my agency days, we used to use the three-legged stool metaphor quite a bit to help demonstrate to clients what it takes to deliver an effective advertising or branding effort. The three legs represent: budget, creative and time. Ideally, you’ll achieve the...Try the swap-your-logo test.
What’s the swap-your-logo test? Take one of your institutional brand ads or some other key piece of creative and place your hand over the logo. Without your logo, does the ad distinctively represent your institution or could it work just as well for one of your...
From B-word to institutional brand strategy. Where do you fit in?
Come on, admit it. There was a time when us higher ed marketers avoided using the B-word when talking with members of our administration or faculty, opting for some “safer” combination of brand-related terms like promoting institutional image and identity or managing...
Want to see how our unique institutional branding process works in the real world?
Want to see what an in-house institutional marketing department can do under Deb’s guidance?