Attending law school has become highly controversial. Also, everything connected with branding, wheter it's Tide or the brand called you, has become so sophisticated and protective of the identity of the franchise. Yet, Knewton has posted an ad on Craigslist recruiting campus representatives to promote Knewton LSAT preparation. If someone does sign up, the bounty could be $200.
The planning is rather long-term, as you see by how the ad starts out:
"Are you or someone you know taking the LSAT in the next 3 years?"
Those selected as recruitment representatives will have among their responsibilities these:
- Hang flyers and posters where there is lots of traffic by those pre-law types
- Distribute Frisbees etc. with the Knewton brand on it
- Supply the pre-law counselor on the campus with Knewton materials
- Dig around about campus trends
- Be at campus events, and
- Take pictures of your efforts and send them back to headquarters every week.
Maybe this is good training for marketing and sales and maybe it's not. But posting this kind of help-wanted doesn't make for smart public relations, which is the core of branding.
I got a response from Brando explaining that their keyboard/case will not work with the Verizon version of the Galaxy Tab because Verizon has disabled the HID bluetooth profile support.
Brando has provided me with instructions to return it for a refund.
Posted by: cycling clothing | March 29, 2011 at 11:27 PM
Not sure I follow you guys... how does this hurt Knewton's branding? Does this say anything about the quality of the course?
Posted by: Chris | August 31, 2010 at 10:58 AM
What a wacky, uncontrolled way to market your services? They should have made it more straight-forward and told people that they'd mostly be handing out flyers.
Posted by: Joseph Marchelewski | August 30, 2010 at 08:47 PM