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U. of Phoenix Reboots Advertising and Rebrands in the Process

“I am a Phoenix” is no more. The once-ubiquitous TV commercials touting student and faculty pride in the University of Phoenix have been replaced by a new ad campaign that its marketers hope will “project a hopeful, positive message for America.” It’s also designed to lay the ground for what one university executive called “a massive repositioning” of the institution.

The new ad push is hardly surprising. As The Chronicle reported this week, Phoenix and just about every other major for-profit co…