- Paperback: 202 pages
- Publisher: 160over90; First edition (November 13, 2012)
- Language: English
- ISBN-10: 0615706738
- ISBN-13: 978-0615706733
- Package Dimensions: 9.3 x 6.9 x 0.8 inches
- Shipping Weight: 1.4 pounds (View shipping rates and policies)
- Average Customer Review: 4.3 out of 5 stars See all reviews (8 customer reviews)
- Amazon Best Sellers Rank: #620,762 in Books (See Top 100 in Books)
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Three and a Tree: How to Take Down Bad University Marketing One Cliché at a Time Paperback – November 13, 2012
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With a scholar's appetite for research, keen analytical skills and passion for vigorous and respectful debate, the team at 160over90 has unleashed their creative talents to address the lessons learned through their branding adventures in higher education. A fun and worthy read for anyone looking to unlock the heart and soul of their institution. --Rhea Turteltaub, Vice Chancellor of External Affairs, UCLA
If everyone throughout our university isn't speaking with one voice our message can't be heard. The processes outlined in this book served us well as we transformed our school into a branding powerhouse. --Dr. Daniel J. Curran, President, University of Dayton
Three and a Tree only begins to describe the clichés that riddle higher ed work. This book is a funny, but super informative, look into how to begin looking at your job completely differently. --Don Bishop, Associate Vice President for Undergraduate Enrollment, University of Notre Dame
About the Author
160over90 is a branding firm headquartered in Philadelphia, with higher education clients including Michigan State University, UCLA, The University of Notre Dame, Cornell University, and The Chronicle of Higher Education, as well as consumer clients such as Nike, the Miami Dolphins, Mercedes-Benz, and American Eagle Outfitters. The work of the firm's clients has been featured in The New York Times, ABC News, USA Today, NPR, Forbes, and the BBC. 160over90 has also received numerous CASE, UCDA, ADDY, and Admissions Advertising Awards, and speaks regularly at industry conferences.
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Top Customer Reviews
Three And A Tree is written with the clear voice of experience. Having been in the mix with university re-branding, I find the book's overall observations accurate and meaningful. The complexities unique to higher education marketing are laid out in understandable terms which can benefit every institution. Any college or university with even a modest desire to honestly tackle their identity should find the time to read Three And A Tree.
For years agencies have wished there was a book that explained to clients what they needed to know to do their jobs effectively. Not the number crunching and spreadsheet-reading they learn in b-school, and not the "what will it take to put you behind the wheel" gusto they hone as salespeople. And neither, it should be noted, training in how to be the patsies of any creative director with an expense account and a dream.
Instead, something that would introduce them to what they should be thinking about when they engage an agency. That would prepare them for the kinds of issues that always arise when creating a campaign - politically, financially, creatively, strategically, and every other way. Something that would help them not try to be creative directors or sales people or analysts but instead really good, you know clients.
And that, whether they know it or not, is exactly what 160over90, a branding agency in Philadelphia, have done.
To be clear, "Three and a Tree" is (to read the rest of this review, please visit theagencyreview.wordpress.com/three-and-a-tree)