Ideas, musings and inspirations.

Colleges, and those charged with articulating why institutions matter, seldom lack for words… yet rarely learn to speak their school’s one true voice. Why so? In my experience, it has to do with how comfortable any of us can be … Continue reading

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While we heed one alarm after another signaling the decline of higher education as we know it (brick and mortar campuses made irrelevant by more, better and cheaper online courses and degree programs) a counter revolution can be seen and … Continue reading

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Tonight, the Pittsburgh Pirates host their first playoff game in more than two decades, just a few blocks away from Elliance headquarters. What might anyone involved in higher education branding take away from the most surprising team in Major League … Continue reading

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As a firm steadily building a reputation for higher education marketing and branding, we often receive phone calls and RFPs from colleges who quickly disclose a sense of urgency — “we need help” — without necessarily understanding what they want … Continue reading

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Our beloved Pittsburgh Penguins may be the most brand-savvy and well-run organization in sports, with exemplary practices from free pizza for the huddled masses waiting in the student rush line, to season tickets hand-delivered by team stars each summer. The … Continue reading

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Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology—where each worker may bloom, secure from the pests purveying contradictory truths. Our Unification … Continue reading

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Like a blindfolded volunteer in an “Old Coke, New Coke” taste test, Republican pollsters and pundits seemed genuinely surprised last week to learn that their trusted brand — “USA” — had changed. Although demographers and groups such as the Pew … Continue reading

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In this season of debates, we turn to a higher ed marketing area where debate is endless. What type of college best prepares students for “the real world?” While consumers — students and parents — can find great programs at … Continue reading

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Last week, I was floored. A prospect looked at our portfolio and clustered our work into two groups: like and not like as much. Asked me if I could explain why. I looked at the two groups and quickly realized … Continue reading

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Colleges and universities have found brand religion. However, branding of higher education institutions is more challenging than creating consumer product brands. Why? Because higher education institutions serve an extraordinarily large number of stakeholders and make decisions by building consensus. Following … Continue reading

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