Avoid creating empty slogans instead of engaging in meaningful change: Opinion

January 19, 2022
Postsecondary institutions should avoid creating empty slogans instead of concrete university policies and programs, writes Harvey J Graff. Graff notes that generic, inspirational, or actively promotional slogans can be used to develop a brand and ensure students develop an emotional attachment to the school. However, some US university presidents have resorted to slogans that contain empty promises in order to recruit students and compete for funding. Graff argues that slogan marketing does not enhance policies and typically is not accompanied by plans and timetables for their implementation or evaluation. He concludes by recommending that institutions “avoid imploding into the vacuum of sloganeering.” Times Higher Ed (Subscription) (Editorial)