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Branding

In A Reversal, U of Texas Agrees To Join Group Monitoring Worker Rights Abroad

Reversing its position, the University of Texas said Wednesday that it would join a second organization that monitors the rights of workers in foreign factories producing UT apparel.

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Source: 
Austin American-Statesman

Culinary School’s Dining Room to Get Fresh Air

Students here have simply called it the “E Room” as they toiled in the kitchen to feed some 1.5 million diners over the last 38 years. But on Thursday, the Escoffier Restaurant, the fusty, classically inspired, formal French dining room of the Culinary Institute of America, will close its doors in preparation for a radical transformation into a sleek, haute brasserie.

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Source: 
The New York Times

University Center: Name Change A Good Thing, But Rebranding Will Take Time

Juliet famously won­dered what was in a name, and decided not much. However, for the former Ardmore Higher Educa­tion Center, the answer is a lot.

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Source: 
The Daily Ardmoreite

Stony Brook U To Air TV Ad During College World Series Opener

Stony Brook University is hoping to build on the attention its baseball team is getting with its first-ever appearance in the College World Series by producing a television commercial that will air during the team's first-round game Friday against UCLA.

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Source: 
AP via The Boston Globe

ND School Officially Drops Fighting Sioux Nickname

North Dakota's flagship university dropped its contentious Fighting Sioux nickname for the third time Thursday, and officials expressed hope that the latest retirement — fueled by this week's overwhelming statewide vote — would finally stick.

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Source: 
AP via Inforum

Meet The 'New' University Of St. Joseph

Saint Joseph College just officially became the University of Saint Joseph this month, celebrating its role as an innovative and comprehensive center of higher education.

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Source: 
West Hartford News

A Breakdown Of The Battle: Fighting Sioux Nickname

The University of North Dakota debuted the "Sioux" part of its nickname more than 80 years ago.

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Source: 
AP via The Boston Globe

Herbst At UConn: Building A Blockbuster, Block By Block

In 51 weeks on the job as the University of Connecticut president, Susan Herbst has heard a lot of advice — but it's a fair bet no one has told her to aim higher.

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Source: 
The Hartford Courant

Rules for Rebranding

Marketing
Lessons from Nike and other consumer brands
Tom Dougherty
University Business, June 2012

Most university presidents believe the idea of stealing share from other universities is unsightly. It reeks of business and winning, and it rubs against the collegial grain with other presidents.

I know that because the branding and marketing of universities proves it. If you run ads of universities together, as we did in a study this month, you see a blending of messages and tone that are so similar they are easy to tune out and rarely give students a choice. All they do is reaffirm a choice a current student has already made.

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University Business is the most widely received, most regularly read publication for higher education leaders at two- and four-year colleges and universities nationwide. 

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