From Fear the Turtle to Fearless Ideas, the Campaign Really Did Have Legs.
Okay, I can’t help reminiscing just a bit. In a previous post, I mentioned that the University of Maryland’s president at the time, Dan Mote, was a rather progressive brand champion. Not only did he ask for something original and neck-snapping at the beginning...How to Transform Your Leadership from Brand-Skeptic to Brand-Champion.
The attitude of university presidents, chancellors and provosts toward the notion of integrated institutional branding runs the gamut, and those attitudes have a tremendous impact on the outcome and success of your brand campaign. I’ve heard everything from “give me...Nothing Like Old-School Creative Testing to Get a Behind-the-Scenes View of Your Brand Campaign
I can certainly think of a more pleasant way to spend an evening than sitting behind a two-way mirror listening to focus group after focus group pick apart your new branding campaign (believe me, it can be brutal). On the other hand, I can’t think of a more valuable...#4 of Four Things to Consider Before You Rebrand Your School
When last we spoke, we were talking about the attitudes and opinions of others in regard to your branding campaign. The more creative you get with your campaign, the more inevitable naysayers are. Focus groups can help gauge response and spot serious issues before you...
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