Let the Hype Begin!

Other Ivy League Schools have powerful brand identities. Why doesn't Dartmouth? By Kabir Sehgal '05

HYP—Harvard, Yale, Princeton. Like it or not, HYP are generally considered the nation's top three schools. Dartmouth is an Ivy League school, but some don't consider it in the same league as HYP. You probably agree this is more absurd than a harvest in the dead of winter. Dartmouth beats HYP in quality of life, according to The Princeton Review, and is equal to HYP in terms of academics. Yet the truth is stark: Dartmouth maybe better but isn't considered in the same sen tence as HYP. Why? HYP are hyped. Dartmouth isn't. HYP are brand names that people use interchangeably with "smart" and "successful. Dartmouth has the credentials and potential to supplant one of these three, but it has to fight the battle not in classrooms or libraries, but in the world of imagery and branding.

HYP take their brands seriously. Yale, for example, encountered some problems in Europe. According to Helen Kauder, director of Yale's university licensing programs, her office was notified that, in France, when movies were dubbed from English into French, phrases such as, "She went to Yale," were being translated as, "She went to Harvard." The Harvard name simply carries more weight in France. "That's one of the things we're trying to deal with right now," says Kauder. "We want recognition of our name, and recognition in the most positive way possible." Imagine movie dialogue that was translated to say, "He went to Harvard," instead of the actual line, "He went to Dartmouth." Would Dartmouth react?

One Dartmouth senior recalls another HYP branding encounter: "I remember getting a tour at Harvard from some guy who worked in their licensing office who kept talking about suing the Koreans for selling 'Harvard eggs' that were marketed as a mind-boosting food," he says. Didn't one of our own invent green eggs and ham? In any event, Korea should be selling Dartmouth Freezers or Dartmouth Ice. Buffalo, New York, should sell Dartmouth snow tires. New York City nightclubs should sell Frozen Dartmouth Tundras—a refreshing beverage. John Deere should paint "Dartmouth Green" on its farm equipment. United Parcel Service copyrighted its color—UPS brownso why can't Dartmouth? The point here is to increase the visibility of the Dartmouth name, and thus the Dartmouth brand.

Why do the HYP brands reign supreme? "There are historical reasons," says Kevin Keller, professor of marketing at Tuck.

"We're diking about univer-sities—bigger places. Being closer to Boston and New York could also be a factor."

Image is superficial, yet it matters because the public strongly considers it. We forget how much reputation matters to those applying to college. According to data from educational researcher Howard Greene '59, a whopping 74 percent of students at the top 20 colleges say reputation played a role in their school selections. While in college, 18 percent of students say reputation is an important element of their college experience. A powerful brand effectively "pre-sells" consumers. How many students apply to Harvard solely based on name?

Dartmouth should think big in terms of its public image. We have the tools to do so. We just need some ideas.

Idea One: The Dartmouth Poll. Dartmouth used to run a poll for the New Hampshire primaries but recently ended the program. "The lack of an appropriate facility to do the interviews makes it very difficult," says Linda Fowler, director of the Rockefeller Center. "In addition, there are too many pollsters in the state now. New Hampshire really doesn't need another." Bring back the poll! Dartmouth affords every student a chance to rub elbows with perhaps the next president—yes, president—why are we not shouting this from the mountaintop? Do HYP have a New Hampshire primary? These three schools don't run New Hampshire polls or lay claim to such an important event. But then again, neither do we.

Idea Two: Bring CNN to Dartmouth. Yeah, we've hosted primary debates and CNN has reported from Dartmouth. But I'm talking about moving Judy Woodruff to the Hanover Inn. How about hosting Crossfire on Dartmouth's campus for two weeks next January during the primaries? The George Washington University usually hosts Crossfire. Dartmouth alums have influential positions at AOL Time Warner, CNN's parent company. It's doable.

Idea Three: D-Crew. We could have a group of current students tour the country promoting the Dartmouth brand. D-Crew could stand outside the TodayShow or MTV studios waving Dartmouth flags. (Okay, I'll keep thinking of better ideas.)

Idea Four: Move the New York Dartmouth Club. It's currently located in the Yale Club. Can't we run our own show-and promote Dartmouth's image—with our own club? It will cost money to move, so find a less expensive place. Independence is worth the price.

Idea Five: Honorary Dartmouth Branding Council. One of pop star Christina Aguilera's former advisors, Normand Kurtz '59, runs a firm called Dartmouth Record Co. Let's establish an honorary council that would recognize those who name their company, restaurant or school after Dartmouth. There are legal issues involved, but honoring those who promote the Dartmouth name sends a powerful signal. This idea might not always work because a Dartmouth company could fall prey to Enron-itis,but we can still use this idea as a starting point. "Having alumni who do things that people find interesting, worthwhile and valuable is very important in building a brand," says Tuck's Keller. "It is talking the talk and walking the walk."

We need to increase the hype to beat HYP. Dartmouth is a powerful name. We can make it a powerful brand.

Kabir Sehgal is a double major in computer technology applications and music. He isa staff columnistfor The Dartmouth.