www.mozilla.com Weather Central
Voices
Headlines

Today's fierce urgency is voter mobilization -1/25/2015, 5:02 PM

Duke, Muslims and politics of intimidation -1/25/2015, 5:02 PM

Right to hunt -1/25/2015, 5:02 PM

Pipeline: Foreign profits, American risk -1/23/2015, 7:47 AM

Social Darwinist 'Christianity' -- Chapter 3 -1/23/2015, 7:47 AM

Kiwanis generosity -1/23/2015, 7:47 AM

The state economy -1/22/2015, 10:23 AM

Restate of the union -1/22/2015, 10:23 AM

France needs our First Amendment -1/22/2015, 10:23 AM

Repurposing Washington -1/20/2015, 9:31 AM

March for Life -1/20/2015, 9:31 AM

Brownback, the budget and schools -1/20/2015, 9:31 AM

Sensible checks are no assault on gun rights -1/19/2015, 9:50 AM

Jeb Bush chooses expedience on marriage issue -1/19/2015, 9:50 AM

The State of the State Address and the legislative session -1/19/2015, 8:47 AM

Spending's not the culprit in budget woes -1/18/2015, 3:32 PM

Pilgrim's paradise -1/18/2015, 3:32 PM

Spring elections -1/18/2015, 3:23 PM

Kobach is back -1/16/2015, 3:04 PM

More with Les -1/16/2015, 10:03 AM

Understanding Hooper -1/16/2015, 10:02 AM

Basic economics -1/16/2015, 10:01 AM

Female governance -1/15/2015, 9:37 AM

2015 energy policy -- a unique opportunity -1/15/2015, 9:37 AM

The better option -1/15/2015, 9:36 AM

'Wall Street' a waste -1/14/2015, 2:50 PM

Trade already -1/14/2015, 2:49 PM

No media bias? -1/14/2015, 2:48 PM

Retirement funds -1/14/2015, 2:47 PM

Redefining public education in Kansas -1/13/2015, 10:06 AM

What the future holds -1/13/2015, 10:06 AM

Efficient education -1/13/2015, 10:06 AM

Terrorists usher in the 'End of Satire' -1/12/2015, 9:14 AM

Sexuality, lame logic, substandard science -1/12/2015, 9:14 AM

A tragic family story -1/11/2015, 12:11 PM

For freedom, LGBT rights, a year of decision -1/11/2015, 12:11 PM

Roberts' promotion -1/11/2015, 12:11 PM

FHSU campaign -1/11/2015, 12:11 PM

Fairness in U.S. -1/9/2015, 3:05 PM

Liberals' use of black people -- Part II -1/9/2015, 9:09 AM

Social Darwinist 'Christians' -- Chapter 2 -1/9/2015, 9:09 AM

Taxing situation -1/9/2015, 9:09 AM

Trust: Society depends on it -1/8/2015, 9:55 AM

Education schools lack a paradigm -1/8/2015, 9:55 AM

Congress convenes -1/7/2015, 10:07 AM

Simple way to fix gridlock: change committees -1/7/2015, 10:06 AM

Kansas is your customer -1/7/2015, 10:06 AM

Large budget shortfalls await solution -1/6/2015, 10:06 AM

The state and funding K-12 education -1/6/2015, 10:06 AM

Tree removal -1/6/2015, 10:06 AM

Republicans won -- now what? -1/5/2015, 9:13 AM

Social Darwinist religion, Chapter 1 -1/5/2015, 9:13 AM

Liberals' use of black people -1/2/2015, 9:53 AM

Ignorance abounds -1/2/2015, 9:53 AM

Superbug dilemma -1/2/2015, 9:53 AM

Thanks North Korea -12/31/2014, 1:26 PM

Sony gets the last laugh -12/31/2014, 1:26 PM

Free speech -12/31/2014, 1:16 PM

New Year's resolutions -- sort of -12/31/2014, 9:22 AM

A flat-footed backflip for Wall Street -12/31/2014, 9:22 AM

Dim the lights -12/31/2014, 9:22 AM

Some near-sure bets for the new year -12/31/2014, 9:21 AM

Adios, Rick Perry -12/30/2014, 8:20 AM

Budget strife means high-anxiety session -12/30/2014, 8:20 AM

Time for caution -12/30/2014, 8:20 AM

-12/29/2014, 10:01 AM

Court's raw deal -12/29/2014, 10:01 AM

Chris Christie's pork barrel politics -12/29/2014, 10:00 AM

A Festivus Miracle -12/27/2014, 4:18 PM

Faith, not politics, keeps Christ in Christmas -12/27/2014, 4:18 PM

EPA rule falls short -12/27/2014, 4:18 PM

2014: The year in Kansas higher education -12/26/2014, 9:39 AM

Methane from cattle -12/26/2014, 9:39 AM

Black progression and retrogression -12/26/2014, 9:38 AM

Up-Lyft-ing Christmas tale -12/25/2014, 1:22 PM

Terrorism on soft targets -12/25/2014, 1:22 PM

Story of Christmas -12/25/2014, 1:22 PM

Fabricated column -12/24/2014, 8:21 AM

The Christmas spirit dwells in us all -12/24/2014, 8:21 AM

Celebrating life -12/24/2014, 8:21 AM

A visit from St. Nicholas -12/24/2014, 8:21 AM

A look ahead to the Legislature -12/23/2014, 9:34 AM

There is a Santa Claus -12/23/2014, 9:34 AM

Cuban sanctions need to be lifted -12/23/2014, 9:33 AM

2016 presidential campaign already boring -12/22/2014, 9:08 AM

A rainbow coalition of protests -12/22/2014, 9:07 AM

Budget needs dynamic leadership, not scoring -12/21/2014, 1:06 PM

Sure, you can say that -- but please don't -12/21/2014, 1:06 PM

Holiday travel -12/19/2014, 10:16 AM

ALEC's starring role in the 'Wrecking Crew' -12/19/2014, 10:17 AM

Should profiling be banned? -12/19/2014, 10:06 AM

No right to misbehave -12/18/2014, 10:09 AM

Pompeo deserves thanks -12/18/2014, 10:00 AM

Executive orders -12/18/2014, 10:00 AM

Attack on Pearl Harbor -12/18/2014, 10:00 AM

Christ's role -12/18/2014, 9:59 AM

Governing vs. giving -12/18/2014, 9:58 AM

Adapting to change -12/17/2014, 10:30 AM

Brownback's 'vision' -12/17/2014, 10:30 AM

Young at heart -12/17/2014, 10:29 AM

myTown Calendar

SPOTLIGHT
[var top_story_head]

Marketing universities is big business

Published on -1/18/2013, 9:19 AM

Printer-friendly version
E-Mail This Story

A new fad is sweeping across America's university campuses -- and it's seriously goofy.

This latest craze is not led by students making a cultural statement, but by top administrators trying to make a corporate one. It's called "rebranding," an attempt to modernize the image of venerable institutions by adopting corporate-style logos, slogans, and other marketing fluff.

For example, for 144 years, the University of California has thrived under an official seal featuring a bright star beaming onto an open book, with a banner proclaiming: "Let there be light." Straightforward and rather elegant.

But it's so old-school, cried the rebranders, so out of sync with today's market-oriented world -- especially now that universities are multibillion-dollar, conglomeratized enterprises run, not by academicians, but by highly paid executives whose chief role is to charm money out of wealthy individuals and corporate benefactors.

Forget light. "Let there be money" is the new academic aspiration.

Thus, the UC system was rebranded with an abstract, U-shaped logo with the letter "C" subtly burned into it. It looks very much like a logo for a bank -- and that's the point, for it's meant to impress money people.

"The university needed to do a better job and a more proactive job in telling its story to Californians," explained Jason Simon, UC's marketing communications director.

Yes, and what better way to do that than by resorting to PR artifice and corporate gobbledygook, right? All you need to know about where universities are "headed" is that their latest administrative fad is to hire people like Simon as their CMO. Their what? Chief marketing officer.

The good news is that students overwhelmingly prefer light to marketing. More than 50,000 outraged students signed an online petition protesting UC's corporatized logo, forcing officials there to withdraw it.

OtherWords columnist Jim Hightower is a radio commentator, writer and public speaker. He's editor of the Hightower Lowdown.

digg delicious facebook stumbleupon google Newsvine
More News and Photos

Associated Press Videos

AP Breaking News
AP Nation-World News

View this site in another language.

Kansas News