Blog | Wiltrout Marketing

The three-legged stool metaphor provides options.

by Wiltrout Marketing | Mar 20, 2014

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.

by Wiltrout Marketing | Mar 20, 2014

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?

by Wiltrout Marketing | Feb 19, 2014

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...

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Have you ever heard?

“We are a better institution than people perceive us to be.”

“We all need to get on the same page.”

“How are we distinguishing ourselves from our competition?”

“We need to attract the right type of students in order to increase yield and graduation rates.”

“How do we make sure the state understands our value so that we get our fair share of the budget?”

All are code for the need for an integrated marketing and branding effort.