@1QLeadership Question: Can one brand or symbol represent all of campus, including athletics?

Jason Cook, VP for Marketing and Communications at Baylor University, shares insights on communicating with a specific objective. He also gives us a deep dive into his One Brand Approach to marketing for an institution of higher education.

• 'Communicating with a specific objective' is an overarching description that covers all branches of communications
• A college's athletics logo is usually its most recognizable symbol
• Avoid brand fragmentation amongst on-campus departments, individual sports teams, alumni organizations, etc.
• People don't graduate from specific colleges on campus, they graduate from the institution

Cook discusses how communicating with a specific objective helped the Heisman campaign for former Texas A&M quarterback, Johnny Manziel. He also gives his insight on using college athletics strategies to recruiting students who aren't athletes. - One Question Leadership Podcast - Tai M. Brown