Stay True to Your Brand

Not too long ago, I was asked by Brandweek to write a review of creative work done by a peer agency for Westwood College, an online university. It seemed like a lovely assignment, given my experience with marketing education. But, it actually led me to questions more troubling than, “Do I like the work?” and “Will it be effective?” In this case, the advertising was downright misleading. I don’t think this was the agency’s fault. My hunch is that the college was either clueless or disingenuous when it told the agency that getting a degree from Westwood College was easy. Statistics prove otherwise. You be the judge. Ultimately, I think marketing’s job includes verifying what we are told is more than just wishful thinking. A brand promise is a brand promise.