Firm: UNM image still has a ways to go

by Caleb Fort

Daily Lobo

UNM needs to work on its image, said Richard Kilmer, a principal of Kilmer and Kilmer, a brand consulting firm.

Beginning in the fall semester, the company examined how the University represents itself at the request of the Board of Regents Advancement Committee.

"What we found is that it lacks direction," Kilmer said. "We live in a competitive marketplace full of brands. It goes without saying that universities have to compete in that environment."

A brand is a widely recognized promise that is reinforced by action, he said.

"It's not unlike Starbucks," he said. "If you go to Starbucks, you expect that coffee, and you get that coffee. They have excellent branding."

In order to have a successful brand, UNM needs to examine what strengths make it unique and come up with a way to promote those strengths to the outside world, said Richard Durand, a principal of the company.

Having a brand would give UNM the power to recruit more students from across the country, he said.

"UNM has a brand, and it's a strong brand within the state," he said. "Once you get outside the state, it gets less strong. What we're trying to do is unify and focus what makes UNM special."

A brand would also make it easier to work with businesses and the government to help students get jobs, Kilmer said.

"If you are not a brand, you are a commodity," he said. "Commodities are purchased because they're the lowest cost or because they're convenient."

Regent Don Chalmers, chairman of the committee, said people should come to UNM for more than low cost and convenience.

"My heart doesn't beat real hard thinking about a commodity," he said. "People are not going to support a commodity. They need something they can see a value in."

Michael Kingan, UNM vice president of advancement, said the next step is to create a request for proposals, which is a call for firms to submit ideas and cost estimates.

There should be a solid plan for how to brand UNM by 2008, he said.

Chalmers said it is important to make sure the image represented by the brand accurately reflects the University.

"It's real easy to say in advertising, 'Just tell people what they want to hear,'" he said. "If they want a blue car, you turn on a blue light. But eventually they're going to drive out of the light, and then you'll have a problem. You really have to live your promises."