Branding—Not Cattle, but Whiskeys and Universities


Many of our institutions are paying consultants very large sums to improve their “branding.” My own institution, Wright State University, has budgeted $2.3 million for this purpose. And I believe that that funding has been designated simply for a “branding” plan and not for conducting a actual “branding” campaign. So who knows what the price tag ultimately will be.

I cannot help but wonder how long it will be before we recoup that money in additional enrollment. But, of course, despite the constant institutional refrain that all expenditures have to be justified with entrepreneurial accountability, I very much doubt that anyone will ever attempt to track the impact of this campaign on our enrollment. Indeed, at the most basic level, one could ask how anyone might possibly track such data with any accuracy. If we wished to track it, I suppose that we would have to hire another consultant to…

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