Commercial images pervade our lives. Despite (or because of) that reality, the notion that an educational institution would commission a brand strategy can strike career academics as odd. Branding is for commodities – products with no intrinsic worth, the value of which is determined by the market.
Our clients have good reason to recoil at the thought that their schools are prestige commodities. As a college president, admissions officer, or advancement communications director, you have dedicated your career to serving a mission-driven institution, not a market-driven one. And yet the work of marketing – with its perfect-bound viewbooks, edgy websites, and polished case statements – can reinforce the perception that your school cares about nothing more than being a brass ring.
As marketers, we are conscious of the role marketing plays in commodification.
What makes Neustadt Creative Marketing rare is this: We believe that marketing tools, employed with skill and savvy, can counteract the commodification of universities, colleges, and schools and convey a sense of an authentic educational experience.
Because we are passionate about capturing the truth of an institution, we manage to produce that rare form of marketing: marketing with integrity.