Whether you work at a small school or a larger institution you understand the value of your brand. But how can you leverage your brand to create superfans who internalize the values of your institution and make your school a part of their personal identity?
That’s the topic of our conversation with Professor Americus Reed, PhD. Professor Reed is the Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania and an ‘identity theorist’ focusing his research on the role consumers’ self-concepts play in guiding buying decisions. If that sounds complicated - no worries! Americus breaks down the elements of identity branding for schools.
One example we discuss Apple’s use of identity branding in their ‘I’m a Mac’ advertisement campaign.
Another example we talk about is Nike’s ‘Find Your Greatness’ campaign.
Interested in finding out more about this topic?
Americus will be at our annual conference in Washington D.C. in just over a week!
About the AuthorMore Content by Peter Baron and Hans Mundahl