They are officially out.
As lawyer-journalist at Abovethelaw.com, Kathryn Rubino explains, the results confirm the numbers leaked earlier by Spivey Consultants. Here read all about it.
The highlights are:
Harvard and Columbia go down a notch. (Could be that alumni contributions will dip a lot more than a notch).
Georgetown fell out of the T-14. (One can envision panic internally and rage externally among graduates).
University of Texas at Austin made it onto the hallowed ground of the T-14. (Could be that new campaigns are being planned right now for admissions, fundraising and media coverage. Hey, leadership at Austin, you need a book about your secret sauce. And, you bet, I welcome researching and ghostwriting it. Here is my website.)
There are those institutions and individuals decrying the "ranking game." But they are being naïve in assuming their crusading against USNWR et al. will even reduce its power, never mind have it banned.
And right now the brand is everything.
Top of mind in the Fortune 500 is: Don't hurt the brand.
Among start ups is: We have to build the brand.
For the fallen, the stale and those exiting prison such as the late Buddy Cianci Jr. (former Providence, Rhode Island mayor) it's: We have to re-brand.
What rankers are doing are taking advantage of a trend.
There could come a time when branding is irrelevant.
It hadn't really existed as a formal system until when P&G put it together for selling one kind of soap. That was back in The Great Depression.
Why P&G continued with it was because it brought efficiency to marketing and sales. Branding integrated all aspects of that continuum. That extended from how the soap should be positioned and packaged to pricing to in what stores should it be distributed.
Few of us in professional services would be able to even approach a prospect without including in our pitch how we could enhance the branding.
Takeaway: The business of branding is big business.
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