Branding. University. Business. Ponzi.

In the thirty years since we completed high school, a classmate/friend, "V," has become a big guy (in more ways than one, right "V"? :)) in advertising, with his own firm, and a branding consultant.  For the fun of it, "V" even decided to "brand" our class of '81.  Yes, for free :)

Branding is a standard operating procedure in the world of commerce where it is important to establish a certain identity in the marketplace.  All the more when the competition is now global. The idea then spilled over to politics, which too seems like is all about money.  (editor: you think?!)  Candidates go to a great deal of length to develop a brand of who they are and what they stand for.  Well, what they stand for other than to screw the rest of us.

The logic is simple: where there is money, there is a need for branding.

Along that logic, as we realize that higher education has transformed (or transmogrification, which was a Calvin fave) to nothing but yet another commercial activity to make money--for whom, I know not--well, of course universities need to hire branding consultants and brand themselves.  "It is elementary, my dear Watson."

The university, where I apparently am doing my bit to help earn the university money, has issued a press release to this effect--no, not about making money, which will be a welcome full disclosure, but about branding:

On May 3 at 1 p.m. at the Werner University Center Plaza, Western Oregon University (WOU) will release the new athletic and academic logo marks for the university, designed by Rickabaugh Graphics.

Yes, of course.  If we didn't do all these, students and taxpayers might not be able to figure out where their monies are being wasted!

Developing an identity and brand is crucial because it tells the world how you see yourself now and in the future. 

Really? Don't we already have that?  Uh, hello, as a public higher education institution governed by a board appointed by the governor, we have a clear mission, don''t we? (This blank webpage is a statement by itself on the mission of the university!)  We are not like a BP, which has an identity, PR, and branding problem. Heck, Exxon shows that even if there are problems, the money just keeps rolling  in ...



Need any reminder on what Evita did to the country and its people?