Your institution has a brand story, and that story should be believable and compelling. But what if your school’s brand isn’t strong, focused and valued? Does it matter? Can that be changed?
Yes, and yes, answers Robert M. Moore, in The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors. The book presents the theory and application of branding principles in a higher education context and incorporates case studies from colleges and universities. Sidebars—from marketing and communications professionals in academe, corporate and consumer branding experts, marketing professors—provide additional perspective.
“A well-managed brand combines brand messaging and lived reality that, handled correctly, becomes powerfully defining for the individual, the group, and the institution,” Moore writes in the introduction. “Nowhere is this more true than in education, a field in which you make a promise—to students, their parents, the community—that you will deliver a certain kind of experience and that the experience will have lasting value.”
Rob Moore has more than 25 years of experience providing marketing communications counsel and creative services for nonprofit organizations. Known nationally for his role in advancing the understanding and validity of effective marketing practices in higher education, Moore is a frequent presenter at national conferences and a leading contributor to industry periodicals. He launched and supervised the nation's first and only survey of marketing practices in higher education.
Moore's education clients have included Ball State University, Brown University, Culver Academies, Duke University, Ohio University, Rensselaer Polytechnic Institution, Rose-Hulman Institute of Technology, UNITECH South Africa, University of Arizona Foundation, University of Birmingham, University of North Carolina at Chapel Hill, University of Northern Colorado, University of Rochester, University of South Carolina, University of Sydney, University of Texas at Arlington, and the University of Washington.
He holds a bachelor's degree from the University of California, Santa Cruz, a master's degree from the University of Idaho, and a doctorate in English from the University of Illinois at Chicago. He is a founding member of the CASE Industry Advisory Council, the Public Affairs Committee of the Independent Sector and the Forum for Higher Ed Marketing. He served as a long-time board member of Arts & Business Council of Chicago, Heartland Alliance, University Club of Chicago, MetroSquash, the University Club and Oak Park River Forest Community Foundation. He currently serves on the Board of the University Club Foundation.