I've worked with a bunch of colleges and universities in recent months who want to believe that sustainability, "international," and/or "service to others" are brands they can own. I am not saying 100% that this is impossible.....but these three concepts (and several others) are bandwagons that a lot of colleges are jumping on. A bandwagon is the opposite of a differentiator...one of the two key principles of branding. So, unless your organization can live it and prove it in ways that are much more tangible than the others schools on the bandwagon, the strategy is not likely to be effective. Instead, look to your institution's personality, to its history, to its people to find your brand.
Brand Strategy or Bandwagon?
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This page contains a single entry by Meredith published on October 27, 2008 7:44 AM .
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