> I agree. Many of the discussion threads here seem to take a 'them and
> us' approach which is exactly why centrist corporate branding
> strategies are difficult to apply. There is little reflection here as
> to why Universities are pushing branding. If senior managers want to
> corporate brand their University then I want to be paid
> corporate wages.
There's surely good usability reasons why 'corporate branding' (the term is unhelpfully loaded) can be considered a good idea. There's plenty of clear evidence that web users become confused, disorientated, bored and ultimately then give up if they're constantly presented with different colours, fonts, navigation systems, content placement on different pages. Just a crest somewhere (usually with inconsistent position, colour, size, placement) doesn't do the job. I clearly remember this when I was checking various University websites when I was considering doing a postgrad course a few years back.
Adrian
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Adrian Stevenson, Web Development Officer
Learning Technology Services
Leeds Metropolitan University http://www.lmu.ac.uk
Email: [log in to unmask]
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