Higher visibility in higher education
In the early 1950’s, M&M’s was one of a dozen candy-coated chocolate brands on the market. However, in 1954, M&M’s announced itself as the confection that “melts in your mouth, not in your hand.” While any of its competitors could have made the same claim, M&M’s was the very first brand in its category to explicitly state, and thus own, this promise. As they say, the rest is history. Can you even name another candy-coated chocolate brand? And what does this have to do with branding for higher education?
The main takeaway from this story for higher education is that being the first in a category is important. Being the first one sets you apart because, at least for a while, it means you are also the only one. And this gives you a big edge in attracting students who want that unique quality, experience, reputation, or program that you offer.
For more ideas on how to effectively brand your college or university, download our free ebook.