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Message: [QUOTE="Palatine, post: 5351741, member: 974"] Much like the endowment UConn did not pay attention to branding until relatively recently. Both Calhoun and Edsall only paid attention to the media when they had to. UConn is now playing catch up in marathon after giving the competitors a ten mile start. Watch a "UConn" commercial during a basketball game. They are always generic. You could put the name of any school on the spot and it would work. The key to branding is having a strong point of differentiation, or as they said in the1950s, a USP -- a unique selling proposition. I watched for years as the university demonstrated they actually don't know the first thing about marketing. [/QUOTE]