Open + Connected

Session Details

This Is Not a Brand

MMP10 Marketing, Management, and Professional Development Track

Wright C


Does your institution often mistake its current marketing campaign for a brand? Does your institution’s leadership assume that the school colors are the brand, rather than just components of it?

This session will focus on some different ways of thinking about and evaluating your institution’s brand, and will focus on some successful brands in higher education, including examples from larger institutions and smaller institutions, as well as some thoughts on how new technology such as social networking fits into branding.


Doug Gapinski
Creative Director, mStoner Inc.

Doug Gapinski joined mStoner (a communications consultancy specializing in higher education) full-time in 2007 (working with the team as a freelancer in 2005) as creative director, working with teams of writers, designers, and programmers on marketing, content, and visual interface.

In addition to building up the creative capacity at mStoner, Doug has managed creative on numerous web relaunches in both higher and secondary education, and is one of the people responsible for integrated marketing campaigns on award-winning projects such as Mercersburg Academy and the Kellogg School of Management.

In a previous life, Doug Gapinski designed web sites for local businesses, healthcare companies, software firms, agencies and nonprofits; worked on the Barack Obama ‘08 identity campaign; and produced design strategy and visuals for leading brands such as Sears and Kenmore. He holds a B.A. in Design from Indiana University.

Patricia VandenBerg
Executive Director Communications, Mount Holyoke

Patricia is the executive director of communications and strategic initiatives at Mount Holyoke College. She is also an adjunct professor of communication in the Professional MBA program at the University of Massachusetts and serves on the faculty of the Phoebe Lewis Leadership Program at Smith College. Before coming to Massachusetts in 1993, VandenBerg was Director of Theatre and Professor of Communication Arts and Sciences at Calvin College in Grand Rapids, Michigan, where she earned her own B.A. degree. She completed her M.A. and Ph.D. degrees at the University of Michigan. VandenBerg consults to a wide variety of business, academic and community service organizations in the areas of leadership and communication. Her clients have included Xerox, Disney, and Connecticare. Published in both scholarly and popular journals, she has authored articles on communication, marketing, management, theater, and gender issues.