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In branding terms, NYU is creating a line-extension (although it could be argued that they’re simply increasing distribution for their current brand) by creating a campus with an entirely different business model in Abu Dhabi. If this new campus fails to have the same academic rigor or intellectual freedom as NYU in New York, it will hurt the brand for NYU. But globalization is a natural step for strong U.S. educational brands and NYU is aggressively pursuing this goal.
On this viral video launched in the U.K., a series of rapid images from the fashion and beauty press and the media assaults the viewer. Intercut with these stills, we also see a woman on a scale gaining and losing weight rapidly and repeatedly. The spot concludes with a shot of schoolgirls walking across a street and a message saying, “Talk to your doctor before the beauty industry does.” The branding is for the Dove self-esteem fund. |
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