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ERIC Number: EJ782343
Record Type: Journal
Publication Date: 2007-Nov-23
Pages: 1
Abstractor: ERIC
Reference Count: N/A
ISBN: N/A
ISSN: ISSN-0009-5982
Your (Lame) Slogan Here
Bartlett, Thomas
Chronicle of Higher Education, v54 n13 pA1 Nov 2007
Last year, the University of Idaho dropped its motto "From Here You Can Go Anywhere" for a new marketing theme dubbed "No Fences," with the accompanying tag line "Open Space. Open Minds." The words were intended to evoke both the romantic landscape of Idaho and the boundless intellectual opportunities at the university. It was perfect. Except no one really liked it. So recently both slogans were scrapped in favor of "A Legacy of Leading," which has tested better with alumni and parents. A spokeswoman says the new campaign, expected to cost $900,000 a year, will be "more impactful" with the institution's various audiences. Impactful or not, does a college really need a motto? Mottos do matter, at least according to the branding experts who get paid to think them up. The problem, these experts say, is with slogans that try to say everything and end up saying nothing. Most slogans play it too safe, according to Andy Valvur, a senior brand strategist for Igor, a naming and branding agency with clients like Nokia and Cisco Systems. His agency has been working with a college, which he declines to name, that wants a new motto and a new name. The college's brand identity is "too generic," he says, and fails to "capture what they do well."
Chronicle of Higher Education. 1255 23rd Street NW Suite 700, Washington, DC 20037. Tel: 800-728-2803; e-mail: circulation@chronicle.com; Web site: http://chronicle.com/
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Idaho