Higher education marketing and communication seems harder than ever. Generational disinvestment, demographic headwinds, political dynamics, and never-ending angst over cost and affordability can make for a distressing picture.
Content production becomes a brand-building machine when you overlay the matrix of Primal Branding®. The role of the Chief Content Officer is not only to outline the communications that help build usability and desire, but to help build the larger Brand story of what we want to become.
Today on Branding Strategy Insider, we’re sharing ten of the most beneficial books for Chief Marketing Officers (CMOs). These titles hold significance due to their ability to help shape and guide how marketing leaders approach their role, from fundamental marketing principles to innovative growth strategies. We think you will find that each offers a great deal of actionable insights and is well worth your time.
In 1994, when Jim Collins and Jerry I. Porras wrote Built to Last, they were referring to Visionary Habits of Successful Companies. Their highly influential book focused on the results of a six-year research project into what makes enduringly great companies. Their stated goals were: “to identify underlying characteristics that are common to highly visionary companies” and “to effectively communicate findings so they can influence management”.
Brand positioning is a vital marketing strategy that aims to create a distinct place for a product or service in the minds of consumers. In 1969, Jack Trout and his partner, Al Ries, introduced the now highly valued concept of positioning in the paper “Positioning Is A Game People Play In Today’s Me-Too Market Place.” This became the genesis of their ground-breaking first book, Positioning: The Battle for Your Mind. Positioning quickly grew into one...
