CHAMPAIGN, Ill. (AP) — The University of Illinois Gies College of Business is now behind football coach Lovie Smith when he answers questions about the team.
The business college’s name is emblazoned on the backdrop for Smith’s press conferences. It is part of a “branding” effort by the business college, which was named after donors Larry and Beth Gies a year ago.
The News-Gazette in Champaign reports Jeffrey Brown, an economist who was once a brand manager at Procter and Gamble, has focused on branding since taking over as dean in 2015.
Brown says the university has long been criticized for allowing itself to be out-marketed and out-competed by peers. He says the college is now putting money behind an effort to tell its story.
The college is gearing up for other marketing efforts.
Information from: The News-Gazette, http://www.news-gazette.com