branding Archives

branding Archive

COMMENTARY: Adrian Lenardic on “The Branded University”

"Branding is about identity that, in principle, helps customers/consumers choose your company over the competition."

by Future U/ May 16, 2025/ Higher Ed, Neoliberalism, Perspectives, Society/

PERSPECTIVES: When We Turn Students Into Brands

"In recent years, advisers have begun to promote the idea of personal branding — to be a memorable tagline."

by Future U/ March 31, 2024/ Higher Ed, Neoliberalism, Perspectives, Society/

PERSPECTIVES: Faculty Member as Brand in the Marketplace

In our neoliberal world, everything (including higher education and faculty work) is a marketplace full of products (faculty members and …

by Future U/ February 11, 2023/ Higher Ed, Neoliberalism/

PERSPECTIVES: Where Hype Meets Higher Education: “Learning Communities”

Is Steve Minz a provocateur, a truth-teller or both? “Learning communities speak to our highest aspirations: to make higher education …

by Future U/ March 4, 2020/ Higher Ed, Perspectives/

PERSPECTIVES: Big Surprise — “Transformative” Research Usually Isn’t

Hyped-up and oversold. That’s one interpretation of research that’s framed as ‘transformative,” “game-changing,” and “paradigm-shifting.” Read more from Inside Higher …

by Future U/ October 10, 2017/ Higher Ed, Perspectives/

Neoliberalism Comes to Higher Education

Dearest Dorothy, Who Would Have Ever Thought?!* (*From Charlene Baumbich’s book of the same title) My story begins on …

by Frank Fear/ April 7, 2017/ Welcome To FutureU/

PERSPECTIVES: In This World, Kazakhstan Stands Out

The recent situation at UC Davis–what many perceived to be image-management overreach–seems benign when compared to what goes on in the …

by Future U/ July 13, 2016/ Perspectives, Public Higher Ed, Society/

PERSPECTIVES: Repetitive Themes Appear in Campus Branding

There’s a lot of similarity. And distinctiveness sometimes comes with a question: Is the message valid? Read more.

by Future U/ May 5, 2016/ Perspectives, Public Higher Ed, Society/

NEWS BRIEFS: Don’t Like Your PR? Then “Brush Your Brand” Like UC Davis

UC Davis has taken “protect the brand” to a new level, hiring a company to recalibrate what’s being said about …

by Future U/ April 15, 2016/ News Briefs, Public Higher Ed, Society/

PERSPECTIVES: New Battleground in Higher Ed: Entrepreneurship

Many schools are promoting a new brand strategy: entrepreneurship. Here’s an example from CUNY.

by Future U/ February 19, 2016/ Perspectives, Public Higher Ed, Society/

NEWS BRIEFS: U of Oregon Scales Back on Branding Campaign

“The original campaign was inane and insulting,” Bill Harbaugh, economics prof & president-elect, U of O’s University Senate. Read more.

by Future U/ January 20, 2016/ News Briefs, Public Higher Ed/

PERSPECTIVES: A Different Approach to the Psychodynamics of University Branding

Here’s an alternative to the standard, “We’re great!” (Source: The University of Western Sydney)

by Future U/ January 11, 2016/ Perspectives, Society/