Ten With Ken (audio)

Ken Steele returns to the Brand Chemistry™ lab to round up 10 recent examples of colleges and universities that have focused their brands on a single word.   It can be a real challenge to get campus-wide consensus, but there’s a growing trend to quite literally “own a word” in the higher ed marketplace. 1) UC System – “Public” The University of California system launched an online and OOH campaign in 2014 playing with the word “public” to emphasize the value of their research to Californians, and the world. 2) American U – “Wonk” There are plenty of “policy wonks” in Washington DC, but in 2010 AU extended the idea to all sorts of disciplines, asking “What kind of wonk are you?” (See an extended 10K segment at https://youtu.be/IQJ27h9CtFg). 3) NSCC – “Strive” Nova Scotia Community College launched a powerful, aspirational, and emotional campaign in 2016 emphasizing the challenges their students overcome, and their hopes for the future. https://youtu.be/P3ZkHOyqi_I). 4) uLethbridge – “Shine” Southern Alberta ge