A recent Inside Higher Ed article examined why many college brands are so similar to each other. It seems that when many universities launch a re-branding campaign, they often times miss the mark, focusing on how they want to be perceived versus what they really have to offer their students. And when they focus on how they want people to see them, they end up sending the same message as many other universities.
In this brave new world, where old marketing tactics like billboards, glossy brochures and college fairs are falling flat, colleges and universities face an increasing need to redefine what makes them unique.
And in some cases, that may mean taking a risk.
But be careful—if you go too far, many marketing risks and rebrands backfire, breaking trust with students and alumni.
So, what steps can you take to minimize risk?