Sunday, February 6, 2011

You will be assimilated

The U's omnipresent branding campaign makes madradprof think about the Borg episodes of Star Trek Next Generation. The Borg, a race with a collective consciousness, are bent on assimilating all sentient beings into their collective. "Resistance is will assimilate," they told the Enterprise's captain, Jean Luc Picard.

The branding campaign has expanded beyond "Driven to Discover" (or to Distraction, or to Disaster, or to Dismay...pick your Dis!) to incorporate the "Because..." slogan. Before entering the legislative briefing in January, attendees were required to have a mug shot taken with a "Because..." slogan of their choice. Michael McNabb kindly shared his mug shot with me. (What a good sport, look at that big smile!)

To spread the brand, the U has set up a branding home page. Here one can access logos, pre-made brochures, etc. There are even Because logos for downloading. Tempting to produce some of our own Because messages. A friend suggested "Because the financial crisis requires the elimination of the extravagant compensation paid to administrators" or (2) "Because the University can no longer afford multi-million dollar subsidies to the athletic department each year." But upon reflection we thought that the U's branding police might come after us...

If you haven't already, watch the vomit-inducing ad for which the U probably spent hundreds of thousands of dollars Since 2007, the U has paid the Olson & Co. advertising firm over $6 million for its assistance with the branding/marketing campaign. Evidently this ad along with the Because and Driven to Disaster mumbo-jumbo are supposed to make the citizens of Minnesota love the U and support giving it a bigger budget.

No comments:

Post a Comment