POSTED 03/15/2011
In the March/April 2011 issue of CASE Currents, Lipman Hearne president Rob Moore contributes insights on brand architecture to the article “Relative Harmony”. While educational institutions understand the importance of having a positive image among their target audiences, the article acknowledges that the process of creating, enhancing, and managing that image often remains a challenge. Throughout the piece, Rob shares his experience on how to achieve balance in a brand family.
“You want to make sure the school gets the association of the parent institution, and the relationship works both ways,” says Lipman Hearne’s Moore. “The power of the brand needs to flow back and forth.”
Lipman Hearne’s approach to brand architecture is informed by decades of experience in the higher ed sector. Our work with clients such as the University of Cincinnati has resulted in year-after-year enrollment increases and award-winning creative. In his book, The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors, Rob provides a comprehensive look into the theory and application of branding principles in higher education.
To read more about brand architecture, download Relative Harmony.
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