REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

The pitfalls of testing a new logo Steve Jobs once told BusinessWeek, “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” Educational communicators should keep this in mind when preparing to create a new institutional logo or brand. Alumni may cling to the old identity, because it’s what they remember. Newly admitted students might be sensitive to a new brand because they’ve just bought into the old one. And audiences that don’t know your school will turn a test into a popularity contest unrelated to the marketing messages you’re trying to convey. A new brand, backed by solid research and based on clear future goals, may be more widely accepted if you don’t ask for opinions ahead of time.

Contributed by Brenda

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