Charting a New Course for the Institutional Brand

A primer on higher education brand positioning

The traditional pillars of institutional branding are cracking under the weight of the higher standards of the 21st century student. Recent criticism over the value of higher education versus its costs, the proliferation of communication channels, and the expansion of educational modalities disorient higher education professionals charged with enrollment and retention growth. The problem is that colleges and universities are still following the path cut by “Mad Men” era advertisers.

Higher education leaders need navigational aids to connect with students in a way that is meaningful, authentic, and honest. It starts with a single statement to serve as your brand’s ultimate destination. This report serves as a primer for today’s higher education leader.


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