About the Episode
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About the Episode:
In a saturated higher education landscape, how can a business school stand out without the budget or brand power of top-tier competitors? In this episode, we talk with Matt Alex, Director of Marketing at Drucker School of Management at Claremont Graduate University, who is leading a comprehensive brand refresh rooted in Peter Drucker’s legacy. Matt shares how the school is navigating the challenges of differentiation in Southern California’s crowded MBA market, balancing the weight of Drucker’s global reputation with the need to connect authentically with modern students. From faculty buy-in to enrollment outcomes, this conversation explores the future of branding in higher ed and why storytelling, authenticity, and human-centricity matter more than ever.
Join us as we discuss:
- [7:59] How to get faculty buy-in for brand messaging
- [10:39] Storytelling as the most authentic marketing tool
- [13:29] Why brand strategy must align with institutional strategy
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for “Mastering the Next” in your favorite podcast player.
How do business schools break through the noise of higher ed sameness?
Matt Alex opens up about the unique branding challenge facing the Drucker School: competing in a crowded Southern California MBA market where brochures and websites start to blur together. Most schools use similar language—“innovation,” “global,” “entrepreneurship”—but Alex stresses that real differentiation starts with authenticity. It's not enough to say you’re different. You have to show it through messaging that is distinct, grounded, and delivered consistently across every touchpoint.
How can institutions leverage legacy without getting stuck in the past?
The Drucker School has the rare advantage of being associated with Peter Drucker, the father of modern management. But Matt points out that name recognition doesn’t automatically translate to modern relevance—especially with younger or international students who may not be familiar with Drucker’s work. His strategy? Connect Drucker’s timeless ideas to today’s real-world outcomes. For example, highlighting that current faculty studied under Drucker helps position the school as a living extension of his legacy—not just a museum to it.
What’s the secret to building internal alignment on brand messaging?
One of the most refreshing insights in the episode is Matt’s approach to faculty involvement. Rather than seeing faculty as obstacles, he sees them as vital collaborators. He invites them into the branding process early, respects their academic perspectives, and makes sure they feel heard. While timelines and budgets can complicate collaboration, building trust with internal stakeholders is essential for lasting brand consistency.
Which elements of a brand most influence student decision-making?
Alex draws from his admissions background to answer this question with clarity: real stories drive enrollment. Prospective students want to see tangible, authentic outcomes—like alumni working at Warner Media or faculty mentoring students into leadership roles. Tools like video testimonials, blog spotlights, and faculty interviews empower the admissions team to bring the brand to life in a way that feels personal and attainable.
Why should branding be seen as a strategic pillar—not a design choice?
In the closing section, Matt makes a compelling case for why branding belongs at the strategy table. A strong brand answers the questions: Who are we? What do we stand for? What makes us different? When the entire institution can answer those questions clearly and consistently, that’s when brand becomes a force multiplier—not just a marketing output. His advice to other higher ed marketers? Your brand is the promise you consistently deliver on. If it’s not embedded into the fabric of your institution, it won’t stick with your students—or your stakeholders.
Connect With Our Host:
About The Enrollify Podcast Network: Mastering the Next is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include The EduData Podcast and Generation AI.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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