Different, Not Really

I enjoyed this recent article from Inside Higher Ed, as it captures a familiar conundrum in our world. Institutions express they are ready to engage in a new campaign. They want “something fresh” and “totally different.”

With enthusiasm we jump into our new creative assignment. We talk audits, research, a business case and positioning statements. Before too long, client fear shows up to a meeting. Maybe we’re reviewing big picture mood board concepts. Maybe we’re pushing the limits with a new tagline. The reality of what it means to be different takes hold. The risk starts to feel too great. Our job becomes a careful dance to find the space between the established and the next evolution. An interesting snapshot followed by some interesting comments: https://www.insidehighered.com/news/2016/05/02/why-colleges’-brands-look-so-similar