Top Topics 2025
As our world constantly changes, various consumer trends rise to the top of culture. Creativity seems to dissipate in favor of efficiency and recycled content, meaning brands connecting to culturally…
Insights
Living on a Content Marketing Fault Line
The past 3 months have been a social media wake-up call. Hope you didn’t sleep through the alarm. Since the election, we’ve seen seismic rumbles throughout the social media landscape.…
Keeping it Human While Embracing AI
Few developments have surged as rapidly as artificial intelligence (AI), which now stands as the top priority and major concern for marketers worldwide according to multiple industry surveys including recent…
Putting Your Brand to Work: Student Recruitment
In the “Putting Your Brand to Work” blog series, I’ll explore four of the most important uses of brand in higher education. Given the enrollment challenges many colleges and universities…
Travel Insights: Holiday Holidays
The holiday season is upon us and that means many Americans are making decisions between staying home, traveling to visit friends and family or setting out on a fall or…
Getting Your Board on Board
While developing or refreshing an annual marketing plan, my clients and I review metrics and see how far we’ve come on our plans and strategies. We consider the effectiveness of…
Before You Brand: Organizing Your University MarComm Office for Success
Marketing in higher education can be especially challenging. Many university leaders place unrealistic expectations on their marketing teams, as if simply “telling our story better” can substitute for the kinds…
Travel Insights: Travel Catalysts
Travelers are driven by cravings and must-have experiences that are manifesting in a sense of spontaneity in their trip planning. Nearly three in five travelers reported having no specific destination…
Brand is Culture: Your Most Important Audience is Internal
On most college and university campuses, talking about the organization’s brand can be risky. At best, such discussions are met with indifference or maybe eyerolling. At worst, they can be…
Brand is Strategy: Your Strategic Plan is Likely Missing It
As a former faculty member and provost, I’ve participated in my share of strategic planning in higher education. Annual department work plans, five-year university plans, state-level system plans. I can…