The 8:05

Your university is not mustard

Headshot of Michael Armini
by

Watching the Super Bowl yesterday reminded me of a famous story about TV advertising. In 1981, Grey Poupon (a little-known mustard that had been on the market since 1866) launched a memorable commercial in which one Rolls Royce pulls up next to another on a country road. A regal-looking gentleman in the back seat asks the gentleman in the other car, “Pardon me, would you have any Grey Poupon?” The answer: “But of course.”

In markets where the commercial first ran—Seattle and Boston—sales of Grey Poupon skyrocketed nearly 50%, a leap unheard of in the typically static condiment sector. The same jump occurred in every market where the ad ran, showing that a clever TV ad—that accurately conveys the essence of a consumer product—can dramatically boost sales. 

So, based on the success of the Grey Poupon commercial, why didn’t Northeastern buy a Super Bowl ad yesterday? Surely our award-winning video team could have created something compelling. The fact is (putting aside the exorbitant cost of a Super Bowl ad) a complex research university is not like a one-dimensional consumer product. In fact, some would argue that universities are more like law firms in this respect; the ones that advertise on TV are generally seen as lower quality. 

That’s why I like the term “knowledge brand” to describe universities, hospitals, and innovative companies such as Google or Meta. Northeastern is anything but one-dimensional. Our brand is built on the power of ideas, not a simple flavor or design. And, as I’ve tried to outline is past editions of the 8:05, the best way to build a knowledge brand is through showcasing ideas, innovations, and thought leadership. 

http://robot-proof.com/#titleThis is why we spend so much time pitching faculty experts to the press. It’s why President Aoun’s book, Robot-Proof, was more than thought leadership; it enhanced people’s view of Northeastern. Building a brand in this way is slow and painstaking at times—the opposite of buying a 30-second TV spot. But many experts will tell you that a brand built steadily, in a brick-by-brick fashion, is ultimately more durable than a brand built solely on advertising. 

Does this mean Northeastern doesn’t do any advertising? No, in fact those watching the Beanpot on TV tonight will see a fun “hype ad” that we often use for athletic broadcasts. (Click below for a sneak peek). And we sometimes underwrite NPR broadcasts as a way to build awareness in new regions; we’re on the air today in Miami. Not surprisingly, digital ads on websites are important for lead generation as we grow our lifelong learning enterprise. 

But those efforts sit on a foundation of earned media, marquee events, and other promotional work that is more like old-fashioned storytelling than a flash in the pan commercial. I welcome other thoughts or perspectives here. There are some higher ed institutions—such as Southern New Hampshire University—that rely almost solely on paid advertising. It seems to be working for them. Please send me your thoughts and I will share with our team.

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