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  Two Schools of Thought on Branding Education
 
 I never go to Starbucks if there is a choice and there almost always is.

Must be others like me; there stock was down 43 percent last year and they just announced a plan to start closing low performing US stores.
 
John Wren, Founder, IDEA Cafe/ Franklin Circles - January 12, 2008
 
 I agree with my friend Nicholas Ind in the way he is defining branding that goes beyond a positioning exercise.

However, form our experience, the problem with Universities and Colleges is not to have a story to tell and/or a metaphore...

The key issue is the faculty... Professors use to follow their knowledge basis, independently from the institution... It's hard to share values with people which could have such kind of value agenda...

For Universities, branding is becoming a must!... And considering the way professors behave, probably the best approach is the contemporary one...

John, thanks for sharing your thoughts! 
Cristian Saracco, CEO, Allegro 234 - January 14, 2008
 
 This is wise advice. In Canada, universities are catching on to the value of branding but few are getting beyond new taglines, shortened names or marketing programs. In my experience, it is possible to get to the essence of an institution and to express it in a way that is flexible enough to deal with multiple schools and departments. By involving a broad base of university constituents, especially using interactive channels for real engagement, and by reaching back to the meaning in the institution's genesis, you can define something essential that is as powerful as Starbucks (was) or Coke or Nike. It's important work, and adapts well to the reflective environment of academe. 
Mary Jane Braide, Director, MJ Braide Corporate Development - January 14, 2008
 
 One other aspect to keep in mind is that universities have the added benefit of historical clout (reputations based over time). Some universities might not need as much branding because the common person has heard of them. i.e. Only smart kids go to Oxford, Harvard, Yale, Stanford, Texas, Michigan, Princeton, et al.The Ranch, http://txadv.blogspot.com 
David Wen, Graphic Designer/Branding - January 14, 2008
 
 While it is interesting to divide branding into Traditional and Contemporary schools, the truth is, both are needed to build an enduring brand.

If you have only identity manuals, logos and taglines but no substance or depth in terms of brand experience, you have a hollow brand.

If you have the brand experience but no active brand management, you lose on the ability to reinforce and leverage your brand experience.

In branding it is more about what you do as an entity than what you say. If you can deliver on your promise, and also make it unique, memorable and consistent in its delivery, then you have the basis of a strong and enduring brand. 
William Carlos, Director of Corporate Identity, Quest Diagnostics - January 14, 2008
 
 The traditional vs. conservative dichotomy is a forced choice impractical in reality. David A Aaker’s Building strong brands provides a comprehensive single conceptual framework that unites the two.I don't concur that an entire organization should be incorporated into a holistic brand building process. Great ideas and strategy are not the result for canvassing a wide group of stakeholdersDeveloping a more compelling identity for the University of Chicago’s Business School, my answer began with the search for authenticity: what in the enduring cultural fabric of the institution it should be talking about which had the potential for contemporary relevance (as yet under-recognized) which would re-frame the value of the school in key target groups’ eyes. It did not come from canvassing and seeking to include multiple stakeholder groups. It did not come from changing the institution, which did not want to change for good reason: it has more Nobel Laureates that anywhere in the world 
Guy Gould-Davies, Owner - January 15, 2008
 
 I think a lot of people is confusing positioning with branding. You can position a brand, but if this position doesn't make a real internal change (that can change the external view and experience) can't be strong and enduring. In the services brands is very very important the corporate culture reflected by a strong service culture. It can envolve a great part of the internal personnel. 
Carlos Amezquita, Design Director, Salamaya Design - January 19, 2008
 
 
     
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