How VirginiaTech weathered deadly brand crisis

Virginia Tech enrolled a record-breaking number of students last year, and applications for next year are up higher than ever.  The school's capital campaign brought in $83.8 million last year, an 11% increase over last year.  Rather than being branded in tragedy, VT brings words to mind like resilience, strength and resolve. PSE marketing professionals reflect that "Hokie spirit" and strong branding caused stakeholders to stick with the school and develop even deeper loyalty.  The Chronicle of Higher Education (subscription required)