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?
Rob ZinkanRob Zinkan became vice president at RHB, a higher education marketing consultancy, in 2019. Rob has more than 20 years of experience in higher education administration, serving in senior leadership positions in marketing and advancement. He spent the past 17 years at Indiana University, most recently in a system-wide role as Associate Vice President for Marketing. He also served in campus-level roles as Vice Chancellor for External Affairs and Assistant Dean for Advancement. Rob holds a doctorate from Creighton University, a master’s from Xavier University, and a bachelor’s from Wabash College. He serves on the AMA Symposium for the Marketing of Higher Education conference committee, contributes to Inside Higher Ed’s “Call to Action” blog, and is a recent CASE commissioner (Commission on Communications and Marketing).
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.