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Glossary

BRAND
I think the best definition is Robert Wilson’s perfect equation of Relevance + Distinctiveness + Credibility = Memorability

MOST ADVANTAGEOUS MARKET POSITION
The intersection of goals, market drivers, school assets. That is, not only an institution’s attributes, rather those attributes that overlap with what the market wants.

BRAND STORY
A brand story is not a tagline, a logo, an elevator speech, or a mission statement. It’s a message toolkit that includes ready-to-go text; key messages and the text to back them up; words that guide the look, feel, and personality of your brand; and proof points. With your brand story in hand, any of your school communicators or the firms you hire should be able to start a website, write a viewbook or an ad, or frame a fund-raising appeal or an admission presentation.

MARKETING V. COMMUNICATION
Communication wants audiences to listen. Marketing wants prospects to act.

 

Services

All services are rooted in qualitative research supplemented by quantitative research provided by the client.
  • Integrated Branding
  • Strategic Positioning
  • Communication Plans (institutional or program specific)
  • Project Management
  • Campus Issue White Papers
  • Recruitment Campaign Publications (may include search, viewbook, yield, visit guides, or other pieces determined by institutional needs)
  • Advancement Campaign Publications (may include white papers, case statements, giving guides, speeches, or other pieces determined by institutional needs)
  • "Designed" Conversations with Key Constituents
  • Creative Concept and Writing of Web Sites and Films