Unbundled and Unconventional: Brand Development Without (Upfront) Buy-in or Budgets

2024 AMA Symposium for the Marketing of Higher Education (Las Vegas, NV)

November 12, 2024 | 10:00am - 11:00am PT

When budgets are tight and short-term performance improvements are nonnegotiable, a traditional brand development process doesn’t always cut it. In this session, Kin Sejpal and Seth Odell share their journey in navigating the challenges of limited resources and urgent performance demands to create an engaging brand campaign while simultaneously decreasing costs. Using an unconventional, unbundled approach and leveraging existing research and paid media results, they succeeded in driving performance and garnering unwavering support for and a renewed focus on brand enhancement initiatives.