Larry D. Lauer

Before I retired I taught media at TCU and eventually became its communication officer. The university world had become extremely competitive, and I saw a way to “market it” by developing a brand identity that was truly authentic.

I believed that every institution was founded because of an unmet need in the community, and that focus groups could be used to identify those original needs. Upon this foundation the group could now build an authentic, completely unique brand.

The components of that brand might include physical location, curricular features, subject-matter strengths, even architecture style and colors.

An opinion leader marketing taskforce would now be formed to develop a marketing plan… which would include administrators, faculty, students, local journalists, alumni, and trustees.

This same process can be adapted to market political candidates, nonprofits, governments, and most any other kind of organization.