Suggested Reading
Articles:
- Teresa Flannery, “Getting to Know U.” Currents. March 2012 (pdf)
- Vince Raimondi, “Data Use: Best practices for well-differentiated questionnaire data.” Quirks Magazine. May 2011. (pdf)
- Elizabeth Scarborough, “5 More Marketing Questions.” Inside Higher Ed. October 15, 2010. (pdf)
- Jenna Johnson, “American University, now home to the ‘American Wonk’.” WashingtonPost.com. September 24, 2010. (pdf)
- Ellen Byron, “How Social Media is Changing Brand Marketing.” Emarketer.com. September 10, 2010. (pdf)
- Elizabeth Scarborough, “5 Marketing Questions.” Inside Higher Ed. July 23, 2010. (pdf)
- Piet Levy, “Class in Progress.” Marketing News. November 15, 2009. (pdf)
- Marissa Miley, “A Lot of Branding but Not Much Understanding.” Advertising Age. September 7, 2009. (pdf)
- John Pulley, “Doing the Math.” Currents. September 2009. (pdf)
- Lizzie McQuillan, “Marketing Firm Sharpens Loyola’s Branding Strategy.” The Greyhound: The Student Newspaper of Loyola College. September 23, 2008. (pdf)
- Piper Fogg, “When Generations Collide.” The Chronicle of Higher Education. July 18, 2008. (pdf)
- Kevin Rector, “Colleges Ponder Name Change.” The Baltimore Sun. June 11, 2008. (pdf)
- Piper Fogg, “How Colleges Use Alumni to Recruit Students.” The Chronicle of Higher Education. May 2, 2008. (pdf) - Elizabeth Scarborough quoted in article
- Tom Hayes, “Watch Your Step.” Currents. February, 2008 (pdf)
- Christopher Simpson and Teresa Valerio Parrot, “University Communications Offices – How Will They Look in 2012?” University Business. January, 2008. (pdf)
Books:
- Built to Last: Successful Habits of Visionary Companies
Jim Collins and Jerry Porras (2004) - The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes
Margaret Mark and Carol Pearson (2001) - Celebrate Customer Service: Insider Secrets
Rick Crandall (1999) - Pursuing Excellence in Higher Education: Eight Fundamental Challenges
Brent Ruben (2003) - Thirty Ways to Boost Traffic to Your Website Today
Jeff Hamilton and Evelyn Trimborn (2010) - Weathering the Storm: Protecting Your Brand in the Worst of Times
Christopher Simpson (2007) - Marketing Professional Services
Philip Kotler and Thomas Hayes Ph.D. and Paul N. Bloom Ph.D. (2002) - Managing Brand Equity
David A. Aaker (1991) - Building Strong Brands
David A. Aaker (1996) - Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
David A. Aaker (2004) - The Culting of Brands: When Customers Become True Believers
Douglas Atkin (2004) - The Myth of Excellence: Why Great Companies Never Try to be the Best at Everything
Fred Crawford & Ryan Mathews (2001) - Brand Babble: Sense and Nonsense about Branding
Don Schultz & Heidi Schultz (2003) - IMC, The Next Generation
Don Schultz & Heidi Schultz (2003) - Differentiate or Die: Survival in Our Era of Killer Competition
Jack Trout (2000) - Positioning: The Battle for Your Mind
Jack Trout & Al Ries (2000)
Testimonials
"SimpsonScarborough was very effective at gathering and organizing input from various campus constituents to understand our unique set of challenges. From those conversations, they were able to synthesize the feedback into a coherent picture of our strengths and opportunities for improvement, injecting their experience and perspective to guide recommendations."
Eric Maguire, Vice President for Enrollment
Ithaca College
"SimpsonScarborough will satisfy your research and strategy requirements, but their support will last long after the work is done. They continue to use their network of influence in higher education to advocate for their clients and shine a light on their brands."
Terry Flannery, Executive Director, University Communications and Marketing,
American University
