Defining the Product: How Marketers Can Break the Higher Ed Sea of Sameness

About this episode

Tony Proudfoot discusses the need for higher education marketers to redefine their approach beyond superficial branding.

In this episode of Higher Voltage, Tony Proudfoot, Vice President for Marketing and Strategic Communications at Western Michigan University, joins Kevin Tyler to explain why marketers must stop just designing the packaging and start shaping what is inside the box. From breaking out of the "sea of sameness" to achieving "ubiquitous excellence" through experience-driven learning, Proudfoot makes the case for campus CMOs to step out of the basement and claim their seat as the institution's chief strategist.

People in this episode

Host: Kevin Tyler

Guest: Tony Proudfoot

Topics covered

• marketing
• higher education
• strategic communications
• experience-driven learning
• CMO role
• branding

Keywords

• higher education
• marketing strategy
• branding
• CMO
• experience-driven learning
• strategic communications

Mentioned in this episode

Organizations: Western Michigan University

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