Office Hours: On Running, Expanding College Admissions, and How Banks Can Boost Their Brands

Selective Admissions

Scott Galloway critiques the current trend of universities boosting brand recognition through selective admissions, arguing that this approach is flawed. He highlights how institutions like UC Davis have increased their prestige by becoming more exclusive, but warns that this focus on exclusivity can be detrimental. Galloway suggests that universities should expand their admissions to foster diversity and societal progress, rather than mimicking luxury brands.

The brand equity is so important and powerful because brand is a shorthand for diligence.

--- Scott Galloway

He believes that a broader admissions policy would better serve both students and society by providing more opportunities for success 1 2.

   

Brand Influence

Brand equity plays a significant role in shaping students' choices and universities' recruitment strategies. Galloway explains that young people often rely on rankings as a proxy for quality, leading to a cycle where exclusivity boosts a school's perceived value. He argues that this system turns educational institutions into luxury brands, which is counterproductive to their mission.

We lost the script and we turned into luxury brands.

--- Scott Galloway

Galloway advocates for a shift in focus towards expanding access and opportunities, which he believes will enhance both brand equity and societal benefits 2 3.