Why Brand Still Determines the Winners and Losers in Marketing
In recent years, marketing has become increasingly measurable. Cost per lead. Cost per click. Conversion rates at every stage of the funnel. For higher education marketers navigating growing expectations, this data-driven focus has become a necessity.
But while performance metrics tell us how efficiently we are capturing demand, it does not tell us whether we are creating it. And that distinction between capturing demand and building it is where brand still separates the winners from the losers.
A Lesson from the Commercial World
Few brands illustrate the power and fragility of brand better than Nike, known for its recognisable swoosh and ‘Just Do it’ slogan.
Since 1964, Nike built its dominance on emotional branding. It didn’t just sell sportswear; it sold identity, aspiration and belonging. After signing with Michael Jordan, celebrity brand deals and creative marketing efforts kept them at the top for decades. Entire generations grew up associating the brand with culture, community and self-belief.
But when Nike pivoted away from that emotional connection, leaning more heavily on performance-led marketing, the impact was immediate and significant. In 2024, U.S. brand preference fell from 39% to 33%, with eight million fewer people choosing Nike, forcing the brand to shift back toward long-term brand building.
The takeaway isn’t that performance marketing doesn’t work. It’s that performance marketing without brand presence results in future issues.
The Parallel with Higher Education Marketing
As digital channels developed, suddenly everything could be attributed and in a sector facing tightening budgets, HE marketing became hyper-focused on short-term return.
Every pound had to justify itself. In the long term, many institutions quietly deprioritised the very thing that gave them their competitive edge, their brand.
When Brand Becomes an Afterthought
Higher education institutions have historically always had reputations which have naturally grown over time however, unlike the commercial world the deliberate process of branding is relatively new to this sector and shouldn’t be overlooked. This emerging shift reflects the growing perception of students as consumers who make choices within a competitive environment. As a result, institutions have adopted strategic marketing approaches to build distinctive identities by using visuals, messaging and positioning to differentiate themselves from competitors and attract prospective students.
In higher education, brand is all about reputation, trust, and emotional connection. It reflects an institution’s mission and values, shaping perception long before a student actively searches for courses. Strong brand building creates belief and affinity early and without it, performance channels are forced to compete on price, incentives, or urgency instead of trust.
The mistake isn’t investing in performance marketing, it’s expecting performance marketing to do the job of brand.
When brand investment is reduced, the impact isn’t always immediate, and this is why it is often the first thing pushed to the bottom.
Without sustained brand presence:
- Awareness declines
- Emotional relevance weakens
- Price sensitivity increases
- Performance channels become more expensive and less effective
Just like Nike discovered, once emotional connection is lost, it’s difficult and costly to rebuild.
Why the Strongest Universities Still Win
Look at the institutions that consistently outperform the market. The ones that maintain demand and attract students not just nationally but also internationally.
They have one thing in common, a strong, consistent brand presence. They don’t put brand on the sidelines but instead understand it as an asset that will appreciate with time.
These institutions invest in:
- Clear positioning and narrative
- Emotional storytelling that reflects student identity and aspiration
- Long-term visibility
- Channels that build familiarity and awareness
- Portraying mission and core values
What HE Marketers Should Take from This
The lesson from Nike and from the commercial world is clear, brand neglect always shows up eventually, even if performance metrics look positive today. For higher education marketers it’s about measuring success beyond immediate conversions, building emotional connection and reaching students early.
Higher institutions strategic objectives could be supported by branding. Higher education institutions should align their branding efforts with their broader strategic goals, such as enhancing academic quality, improving student outcomes, and increasing institutional reputation. By doing so, institutions can ensure that their branding efforts contribute to their overall success.
