Live at AMA: Lessons Higher Ed Can Learn from Lego and Crayola

In this episode live from the AMA Symposium, host Carrie sits down with Joe Master, Managing Director of Brand and Marketing Strategy at R.W. Jones Agency, to explore the nuances of branding in higher education. Joe shares insights from his journey in university marketing and communications, including lessons from brands like Lego and Crayola, and how their simple yet elegant approaches can inspire the sector. The conversation also delves into leadership strategies for advocating brand-first thinking and the significance of professional development for MarCom leaders.

Key Takeaways

• Brand Before Marketing: Shifting conversations from marketing tactics to brand strategy helps institutions define their unique value and resonate more deeply with their audiences.
• Lessons from Lego and Crayola: Simple, creative branding can effectively communicate a big idea without overloading with details.
  Building Institutional Buy-In: Aligning leadership around a clear brand essence is crucial for institutional success.
• The Power of Professional Development: Engaging in events like AMA fosters meaningful connections and reframes challenges through shared perspectives.

Why Higher Education Must Prioritize Brand Over Marketing 
Joe Master emphasizes the need for higher education institutions to recalibrate their focus from marketing tactics to brand development. Unlike marketing, which often centers on executing specific strategies, branding serves as the foundation for an institution's identity. Using the analogy of Lego bricks, Joe illustrates how individual programs or features may not seem unique on their own but can create a distinct and cohesive identity when brought together under a strong brand.

This approach not only simplifies messaging but also elevates it, ensuring that audiences can connect with the "why" behind an institution's offerings rather than being overwhelmed by the "what."

Lessons from Iconic Brands: Lego and Crayola 
Drawing inspiration from children's brands like Lego and Crayola, Joe explains how simplicity and creativity can guide higher ed marketing. Lego's "Imagination Campaign" serves as a prime example of how minimal design can convey complex ideas. For instance, a few Lego bricks arranged in a specific way can instantly evoke the Simpsons or Teenage Mutant Ninja Turtles—no words needed.

Joe challenges higher education leaders to adopt this mindset by articulating a brand essence that transcends individual programs or services. This not only fosters a clearer identity but also allows for greater flexibility in how that identity is expressed across marketing channels.

Leadership in Higher Education Branding 
Joe notes that advocating for a brand-first approach requires strong leadership and collaboration across departments. He acknowledges that "marketing" can be a polarizing term in academia, often associated with tactical executions. However, by shifting the conversation to "brand," leaders can better align their teams and institutional goals.

He argues that brand-building is not solely the responsibility of the marketing department; it’s a collective effort that involves every campus leader. By focusing on the larger picture—who the institution serves, how it serves them, and why it matters—leaders can ensure that their messaging resonates both internally and externally.

The Role of Professional Development in MarCom 
Joe underscores the value of professional development opportunities, such as attending the AMA Higher Education Symposium, for MarCom professionals. These events not only provide tactical insights but also offer a space for strategic conversations that can reshape perspectives. Whether it’s through formal sessions or informal networking, the exchange of ideas at these gatherings equips leaders w