Branding For-Profit Education and the Super Bowl

Did you see where Apollo Group Inc., parent company of the University of Phoenix, was ordered to pay shareholders $280 million? According to University Business online and other media outlets like the Associated Press, Apollo officials violated federal security laws. Since its inception, the University of Phoenix has had a dubious reputation in the academic community, and this latest incident will not enhance their image within higher education circles.

Reading about this verdict made me think more about the UoP. I bet the Arizona Cardinals and the NFL are too. As you probably know, the Arizona Cardinals sold stadium naming rights to the University of Phoenix, where coincidently, this year's Super Bowl will take place in a few weeks. Now that is some bizarre co-branding.

Yesterday I met with some great seniors at Rocky Mountain College of Art & Design, where we discussed personal branding. I will be working with them in helping them develop a brand positioning platform. We looked at the importance of a personal brand in the job search process. I wish them the best of luck. That experience made me realize that there are good things happening in for-profit education too.