According to Weisbuch, many professors often view marketing and advertising as means to employ persuasion, not toward the good, but amorally, toward a commercial end that may be socially beneficial or harmful. Those in academe exist in a competitive environment, and while they are painfully aware of certain excesses and compromises that the competition among them encourages, they also are aware that the competition keeps them working to provide a better education for their students. In developing a brand, the focus is typically put on the few areas in which one excels or that give one the greatest competitive advantage. Weisbuch, president of Drew University in New Jersey, contends that there are ways of becoming distinctive by creating coalitions among different kinds of educational institutions and agencies in order to create an academic landscape with more range and choice than presently exists.