Brand Architecture: Who’s Really In Charge?
Last week a reader responded by email to a recent post on brand architecture, taking issue with one of my assertions. Her point of contention concerned who should determine how various units are...
View ArticleBreaking Your Brand Family’s Back
The intense cost of supporting multiple sub-brands and independent brands came up during last week’s Online KnowledgeBuilder on brand architecture. I thought it was worth a little more discussion. Our...
View ArticleHealth Care for Sick Brands
Now that “branding” has become entrenched as a buzzword with colleges, universities, and non-profits, a lot of the consultations we’re asked to perform focus on diagnosing what ails a brand, and...
View ArticleBrand Managers Have Always Been Brand Advocates, But Now It’s Just Getting...
According to the consultancy Black Coffee, a Brand Advocate is a consumer who preaches the merits of a given brand when prompted. According to Dave Chaffey, a Brand Advocate is a customer who has...
View ArticleOut of State, Much in Mind
As the snow started falling like crazy in Colorado on Wednesday of this week, I came across an article about the ski industry in Colorado. Due to lingering effects of the economic downturn, the ski...
View ArticleCMO Strategy: Making Yourself Indispensable
Fifteen years in consulting have proven one thing to me: A chief marketing officer can make him or herself invaluable and indispensable to their organization by employing one critical strategy:...
View ArticleDoes a Blog Make a College Brand?
Eric D. from Iowa State University provided a thought to me via LinkedIn during my writer’s block mentioned in my last blog (a precursor to the new “Ask a Marketing Consultant”). His question: “I’d...
View ArticleMad Men and Good Brands
Michael Armini of Northeastern wrote an engaging viewpoint piece for Inside Higher Ed last Thursday: “Beware Higher Ed’s ‘Mad Men.’” It’s a nicely-written opinion piece that warns institutions to...
View ArticleYour Time is Falling Off a Cliff. Swoop Down and Save It with RescueTime
So just how much time are you spending on Twitter anyway? There’s a solid chance you might be not-so-pleasantly surprised to find out. With budget crunches now common place at colleges and universities...
View Article2014 IBM Award Nominations Open
Do you know someone who has achieved awesome things in education branding this year? How about someone who has much to celebrate in branding their university, college, or school? Have you nominated...
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