“Small schools must develop and communicate a strong brand,” said Bill Carter of Fuse Marketing, which has worked on branding for colleges, as well as for Starbucks, Doritos, and Mountain Dew. “For institutions that have a history of political conservatism, there has probably never been a better climate for those schools to speak to those beliefs publicly. Not only will it provide or reaffirm their brand, but also there is clearly a marketplace for those institutions to draw from.”
