The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors
1. The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors eduWeb Conference Chicago, Illinois July 28, 2010 Robert M. Moore, Ph.D. President and CEO
99. How does that difference meet your audiences’ interests?
100.
101. 32 Words from the Wise “Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage. It is not discretionary. There is no reason for any company to get stuck in the commodity trap, forever confined to competing on price alone. Historically, companies that have taken and stayed resolutely on the commodity path…have become extinct.” Theodore Levitt, Thinking About Management
103. P A Y O F F P E R S O N A L I T Y P L E D G E B I G I D E A P R O O F / V A L I D A T I O N t C O M P E T I T I V E P O S I T I O N I N G M I S S I O N 34 The Lipman HearneBrand Platform
122. To support new positioning, tie back to President’s determination to focus on the undergraduate experience, and differentiate NAU from its other state university competitors
128. Student/faculty ratio Outdoor opportunitiesC O M P E T I T I V E P O S I T I O N I N G For “alternate thinkers” who aren’t satisfied with the options available at a large public institution. M I S S I O N Provide outstanding undergraduate residential education strengthened by graduate/professional programs and distance delivery.
This concept that wasn’t used. (Jeff says it’s because that belt buckle would cost too much, and we’d have to kill too many cows for the leather.) But you get the [big] idea.