By Austin Light
CHARLOTTE — Large-scale branding campaigns are costly, and measuring a return on investment isn’t always easy, according to Wendy Shanahan, principal partner at Asterisk Creative. For a retail item, higher sales numbers usually indicate success, but for something intangible — like a university identity or a quality education — gauging a campaign’s effectiveness could be trickier.
In early August, the University of North Carolina at Charlotte swung a giant green and gold pickax into a billboard and told Charlotteans to stake their claim. It was the launch of a new branding campaign, an attempt to create an identity for the urban university in the Queen City and beyond.
Next week, the “Stake Your Claim” campaign will hit its 90-day mark, the point at which branding campaigns should start showing early results, Shanahan said.
Enter your email address/USER ID and password in the fields above to gain access to the subscriber content on this site.
Your subscription includes one set of login credentials for your exclusive use. Security features have been integrated on this site: If someone signs in with your credentials while you are logged in, the site will automatically close your ongoing login and you will lose access at that time. To inquire about group subscriptions for your organization, contact Joann Griffin.
Already a paid subscriber but not registered for online access yet? Click Here to register.
Forgot password or User ID?