Higher visibility in higher education
In the early 1950’s, M&M’s was one of a dozen candy-coated chocolate brands on the market. However, in 1954, M&M’s announced itself as the confection that “melts in your mouth, not in your hand.” While any of its competitors could have made the same claim, M&M’s was the very first brand in its category to explicitly state, and thus own, this promise. As they say, the rest is history. Can you even name another candy-coated chocolate brand? And what does this have to do with branding for higher education?
The main takeaway from this story for higher education is that being the first in a category is important. Being the first one sets you apart because, at least for a while, it means you are also the only one. And this gives you a big edge in attracting students who want that unique quality, experience, reputation, or program that you offer.
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