As marketers, we can sometimes feel pressure to be creative and drum up clever ideas. These days, clever ideas from brands are all around us—on our social media and on our chip bag. When we look at the higher-ed landscape, we can feel compelled to play or borrow creative tactics that work for our competitors. This is a good thing! We’re not a national brand like Nike or Pepsi or M&Ms; we don’t necessarily need to be on the frontline of cute and clever across billboards, Super Bowl commercials, or glossy ads.
When a cute or clever idea catches your eye, ask yourself: Does it make sense for Michigan Tech’s brand—and how?