Posts Tagged ‘myth’

When it comes to understanding a brand experience and making an emotional connection with brand evangelists many college alum offices stand out. But the one that stands out the most in my mind is Princeton, my son’s alma mater.

Princeton nourishes, nurtures and depends on this brand love to strengthen the feeling of the exclusiveness of the school. (While many of you reading this would say that the cost alone of attending this premier university establishes exclusivity, I would remind you of their financial largess to their students.)

Princeton searches for the best students; the ones who are Tigers in their blood. Once they tap you, they work intently on building the myth and making the fires burn bright.

They have rituals, new and old that may seem corny to outsiders, but once inside the gates, they have deep meaning. The days leading up to my son’s graduation were full of them. The beer jackets are one that I loved! You just gotta love a university that makes sure graduates have a jacket equipped to hold a six-pack of beers.

This year’s annual giving video is a great example of exactly what I mean.

There’s a lot to learn from the Princetons of the academic world when it comes to inspiring brand loyalty.

Create a myth or tell people about the myth that you have. Build a culture around that myth. Romance those who believe. Spread the love.

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