April 30, 2004

Know Thyself: 5 Strategies for Marketing a College

By RICHARD A. HESEL

While reading one of the new higher-education-business magazines that seem to have sprung up like weeds in the past few years, I came across two articles that made me want to reach for a figurative can of weedkiller.

One argued that a marketing-savvy college would be well advised to "brand" its president. Perhaps, inspired by the examples of Donald Trump and Martha Stewart, the author had in mind the notion of the "branded person," who takes on an identity that represents something

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