In support of our ongoing rollout of the CU-Boulder brand, we thought it might be useful to share some outside perspectives on branding from leading professionals who specialize in higher education. Here are three third-party perspectives on the role of branding in advancing the goals of institutions like ours, each with a slightly different flavor.
SEM Works, a higher education enrollment management and marketing consultancy, has posted The Branding of Higher Education, an article that explores the difference between branding in the business world and its role for colleges and universities. The article is available here.
SimpsonScarborough, another firm specializing in higher education marketing, has posted The Branding the Higher Education: The Great Awakening in the Hallowed of Academia, a white paper that explores the continuing shift toward branding and integrated marketing taking place among institutions of higher education. The article is available here (PDF format).
Stamats, Inc., a longstanding leader in higher education marketing, has produced Brand as Relevance (PDF) and A President's Primer on Branding (PDF), companion white papers that provide an overview of what branding is and isn't, what makes an exceptional brand, and how colleges and universities can work to build more effective brands in support of their strategic goals.
We hope you find these resources useful in your efforts as we continue our work to redefine learning and discovery in a global context in ways that will advance Colorado, the nation, and the world. As always, your questions and comments are greatly appreciated.