This season The University of Notre Dame has been airing a student recruiting advertisement called “Candle”. It portrays a prospective student, lighting candles in church to pray for admission to Notre Dame. When she receives her admissions envelope in the mail, she looks heavenward, and the words “a higher education” appear on the screen underneath the name of the university.
Let’s pretend that you are advising BYU on developing its brand. Would you recommend using “Candle” as a model? If you don’t like this approach, how would you brand BYU? Note that BYU will be playing Notre Dame on national television next Saturday, so you will have your opportunity to shine almost immediately.
Extra credit: How would you deal with the fact that BYU is a franchise system, with outlets in Utah, Idaho, and Hawaii?