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Schools’ edgy marketing encounters resistance
Drake University in Des Moines, Iowa, used a bold “D+” on a direct-mail piece and its admissions website to grab the attention of prospective students. Drake officials didn’t anticipate their daring idea angering alumni or inspiring a local store to market “D+ student” T-shirts.
American University in Washington, D.C., is using this “wonk” logo to highlight the school’s distinguishing traits, including politically and socially wired students and location in the nation’s capital.

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Drake University in Des Moines, Iowa, used a bold “D+” on a direct-mail piece and its admissions website to grab the attention of prospective students. Drake officials didn’t anticipate their daring idea angering alumni or inspiring a local store to market “D+ student” T-shirts.
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American University in Washington, D.C., is using this “wonk” logo to highlight the school’s distinguishing traits, including politically and socially wired students and location in the nation’s capital.
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