Teaching high school students how to manage the communications double standard of applications: Barnard

August 23, 2021
Brennan Barnard has penned a new article for Forbes magazine about how prospective students can navigate a “double standard” as they explore institutions. “Colleges expect high school students … to identify what they want and how they are unique,” writes Barnard. “Meanwhile armed with a team of marketing professionals and consultants, colleges and universities seem ill-equipped to hone in on what sets them apart.” Barnard discusses how institutional brands that cast their nets too wide tend to become more generic, losing their unique identity in a bid for broader appeal. He concludes by explaining how students can better research postsecondary institutions and sift through the marketing materials to understand their offerings. “Do what [colleges] say,” Barnard concludes, “not what they do.” Forbes (Editorial)