Remember the 4 Ps of marketing? Somehow, Product has largely been absent from higher ed marketing. In this session, learn to go beyond colors, taglines and logos, and leverage product strategy to set your brand apart. Borrowing product ideation practices from start-up companies and product development teams, OSU-Cascades set out to create a new program that would be so compelling for students it would become a distinctive feature of the campus. “Cascades Edge” became a robust career development program that provides professional development every single term, and it’s built directly into the coursework. It also amplifies a long-standing anchor of the brand. Walk away with an understanding of how to use product features as “power signals” in your branding, and a list of ideas to get you started.