Every industry around the globe, including higher education, is being completely disrupted. This episode of Marketing Live features Jeff Rosenblum, the author of Friction, a book about building passions brand in the age of disruption.

You’ll take away key learnings from the book, which provides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth.

While higher education spending on advertising continues to grow at a dramatic rate, Friction argues that a new approach is needed (but most brands don’t realize that the strategic underpinnings need to change). Great brands are no longer built through interruptive advertisements. Brands don’t simply need clever messages or new, shiny technologies; they need a fundamental change in strategy.

How can you build a passion brand for your institution?


Marketing Live is sponsored by PRSA’s Counselors to Higher Education

Episode Host

Rob Zinkan

Rob Zinkan

Rob Zinkan has been with Indiana University for 16 years and is currently in a system-wide role as associate vice president for marketing, where he works to develop, deploy, and champion the university’s brand strategy; leads Indiana University’s full-service internal marketing agency; and serves as marketing liaison to IU’s two core campuses’ (IU Bloomington and IUPUI) leadership and marketing community. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC). Rob earned his bachelor's degree from Wabash College, master's from Xavier University, and doctorate from Creighton University. He serves on the CASE Commission on Communications and Marketing, contributes to Inside Higher Ed's Call to Action blog, and serves on the conference committee for the AMA Symposium for the Marketing of Higher Education.


Jeff Rosenblum

Jeff Rosenblum is the founding partner of Questus, a digital marketing agency that has worked with some of the world’s most influential brands, including American Express, Apple, Bloomberg, Capital One, Discovery Channel, Disney, Driscoll’s, General Mills, Ford, ESPN, The New York Times, Suzuki Motorcycles, the NFL, The Wall Street Journal, Universal Orlando, Verizon, and more.

He is the author of Friction and the co-writer and director of a groundbreaking documentary about the future of the advertising industry, The Naked Brand. It reveals the surprising story about corporations’ ability to improve the world, one small step at a time.

Jeff is widely regarded as one of the leading innovators in the field of digital marketing and has worked on teams that have helped revolutionize multiple industries.