Lovemarks are for alumni

Here’s my take on how to apply lovemarks theory to college admissions or advancement. The X and Y axes increase in value as you go up and to the right. ORK’s Lovemarks diagramIf a college does promotions, creates buzz, projects hipness, starts fads, engages in window-dressing, etc., the students who respond will be showing love in the Saatchi sense: commitment without logical basis.

On the other hand, if the college emphasizes reasons, traditions, points of distinction… all the logical basis for selecting one school over another, and staking its brand claims on particular areas of excellence … then it would be building respect, or brand identity, in its prospects. In admissions marketing, the reality is that both approaches are probably necessary. Some students decide on the basis of a feeling, and some make spreadsheets and weigh the facts. Each college knows what it wants to hang its hat on — the traditions and values and facts, or the post-modernistic ethos that resonates with a certain mind-set. Using the principle of different strokes for different folks, build respect for your distinctives and traditions, while at the same time fostering buzz, Facebook networks, emotional tie-ins to various interest groups.

For alumni, the reality of your school experience is your ticket to a lovemark. In four years, a lovemark can develop. Every graduate who feels they got their money’s worth, they came of age, they met the love of their life, they were challenged beyond measure, or made life-long friends … will graduate with a loyalty that goes well beyond reason, and can guarantee the stability of the institution for years to come.

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