By disregarding the branding process prior to communication with potential students, universities are losing loads of potential respondents.
“The more coherent and focused the brand proposition… The more its expenditure on marketing becomes an investment rather than a drain on resources,” says Roger Dooley, ‘neuromarketer’ and president of Dooley Direct, LLC.
In his article on collegiate branding myths, Dooley addresses several schools of thought on how branding can not only save colleges and universities money, but can also help them overcome the familiar superlatives that many colleges communicate without having a centralized branding method.
“Branding can actually save a college money, particularly when a unified brand can avoid wasting resources on numerous “sub-brands” – individual colleges, departments, research units, and so on. In the absence of a strong university brand, such sub-brands will proliferate, muddling the university’s image and squandering precious funds.”
Read more at neurosciencemarketing.com.