Appendix B Bravery Podcasts

Hosts Joel Goodman and Kristin Van Dorn discuss the challenges of properly maintaining an effective higher ed website, especially in the face of budget constraints and changing economic conditions in higher education.

Hosts Joel Goodman and Kristin Van Dorn discuss strategies for higher education marketing offices to maximize their budget during challenging times. They emphasize the importance of optimizing internal processes, evaluating tech stacks to eliminate overlapping functions, and re-examining media buys to ensure they are producing results.

How can marketing offices continue increasing enrollment with compressed budgets? Bravery Media suggests optimizing the marketing operations already in place. Speed up your website, take email back to basics, and use AI for more than copywriting.

Part 4 in our series on the Customer Based Brand Equity Pyramid focuses on Brand Resonance — the top level of the pyramid. Kristin and Joel discuss the significance of applying Custom Experience methodology to the student experience in higher education to build genuine brand resonance.

Joel Goodman and Kristin Van Dorn discuss the Customer Based Brand Equity Pyramid in detail. They explore brand response, emphasizing the importance of understanding customer sentiments and storytelling in branding strategies. The conversation delves into methods for researching customer perceptions, the interplay between narrative building and brand levels, and practical approaches for higher education marketing professionals to enhance brand awareness and engagement.

In the latest episode of Appendix B, Joel Goodman and Kristin Van Dorn from Bravery Media delve into the second level of the customer-based brand equity pyramid, focusing on brand performance and imagery within the context of higher education. They emphasize the importance of brand salience, ensuring that an institution is top-of-mind when prospective students are considering their options.