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Direct linkFlannery, Teresa M. – CURRENTS, 2012
This article discusses the story behind American University's brand campaign. Colleagues and peers are asking how American University developed a brand strategy--"KNOW/WONK" campaign that launched in fall 2010--that's original, authentic, and representative of AU's distinctive personality. What they really want to know is how AU got it through the…
Descriptors: Expertise, Higher Education, Leadership, Program Descriptions
