Live as if you were to die tomorrow. Learn as if you were to live forever.
—Mahatma Gandhi
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The Situation Analysis and the brand positioning statement TLG developed have moved us miles toward crafting our brand identity. Never have I seen such an absence of ‘boilerplate' in a consultant's work.
— Ronald J. Stephany
Vice President for University Relations (retired)
University of Redlands
Redlands, California
The Smarketplace Archives: May 2008
Experiencing authenticity
Posted May 28th, 2008, by John L.
Last week my colleague Amy Foster and I interviewed authors James H. Gilmore and B. Joseph Pine II for the fall issue of The Lawlor Review. It turned out to be an authentic and memorable experience.
The market promise of authenticity
Posted May 23rd, 2008, by John L.
Amidst the cacophony of frenzied and cynical consumers, the brandscape of higher education can be an overwhelming journey of discovery and decision. Authenticity, however, creates genuine market distinction and is an important brand management tenet for colleges and universities to implement with organizational intent and institutional purpose. I was recently going through my proverbial pile of magazine reading and came across the subject of authenticity in an outstanding article by Bill Breen in the May 2007 issue of Fast Company magazine.
John Lawlor cited in Chronicle podcast
Posted May 23rd, 2008, by Lynsey
John's "Ten Trends " presentation at the Council for Independent Colleges (CIC) conference back in January continues to have a ripple effect! The importance of word of mouth to the stealth marketplace was discussed in this week's Tech Therapy podcast from the Chronicle of Higher Education.
Signs it's time for a redesign
Posted May 9th, 2008, by Lynsey
Next Wednesday, May 14, at 1 p.m. (Central) I'll be co-hosting a webcast with Lance Merker of OmniUpdate called "Signs It's Time for a Web Site Redesign." As one of the most important communication vehicles in your overall integrated marketing strategy, your institutional web site must be relevant, dynamic, engaging and meet the needs of myriad audiences. Inherent in that strategy is knowing when your site needs more than just regular maintenance—it's recognizing the signs that a major redesign is in order.