In Higher Ed, Culture Carries Brands Farther Than Campaigns

In Higher Ed, Culture Carries Brands Farther Than Campaigns

Brand building on a college campus is a team sport. Campaigns matter, but culture ultimately determines how far the brand travels. Last summer, I took my daughter, a high school junior, on a visit to Colgate University in Hamilton, N.Y. I was familiar with the brand. (Full disclosure, my wife is an alum.) But I did not fully appreciate how deeply the brand is woven into the culture of the place. What struck me was not a slogan or a campaign. It …