When the University of Oregon dropped its $3.4-million, multiyear contract with a national branding agency this month, it raised a lot of questions. William H. Faust knows this, because his clients, as well as some prospective clients, continue to ask them. "Everybody’s paying attention to it, because it’s high visibility and a big school and a big budget," says Mr. Faust, managing partner of Ologie, a company that works with colleges to develop branding campaigns. His clients want to know what, if anything, Oregon’s ending its contract means for marketing in higher education. Mr. Faust tells them that it is one contract at one university, and that the decision doesn’t signal a "this doesn’t work, branding is dead" moment.

January 28, 2016 ・ From Chronicle of Higher Education