Every industry has a way of doing things that works. But as I study different industries — their brand, marketing, and advertising efforts, what’s working and what’s not — I’ve
It’s no secret that higher education is in trouble. GenZ continues to question the value of a four-year degree. And with so many alternative education options readily available, who could
If this question is at the forefront of discussions at your institution, then the answer is probably YES! Your brand is the soul of your organization and the reason a
“If higher ed marketers lose the ability for prospective students to physically experience our points of distinction, then we need to work out how to breathe life into them, digitally.”
At Up&Up, we’re pretty obsessed with brand strategy. Whether it’s logo design, pillars and platforms or debating the merits of including your direct competitor in your advertising (cue: Burger King),
“Emotion is a primary source of human motivation and exerts substantial influence on attention memory and behaviour” – Byron Sharp, ‘How Brands Grow’ The role of emotion is often discussed
When we examine higher education brand strategy, specifically, it’s the communications that often get the glory. It is the exciting stuff. What we fail to recognize, or at least celebrate,
Our industry is at an inflection point. Higher education has lost billions of dollars. College Board reported apps are up, yet the numbers are unevenly distributed across the spectrum of
In a recent Gartner report, one-third of CMOs placed brand strategy as their most vital capability–leap-frogging to the top of marketing capabilities from its position at the bottom of the
On the heels of a fun, quick, and rewarding six-month project, the new McPherson College website (armed with a freshly defined brand) has officially launched! *pops champagne bottle* Ta-Da! The
