RALLY CRIES IN HIGHER EDUCATION: THEIR IMPACT UPON SELECT UNIVERSITIES AND WHETHER THEY ARE EFFECTIVE EXPRESSIONS OF THEIR BRANDS

Abstract

While slogans, taglines, sayings, credos, catchphrases, motto statements, axioms are common in higher education, some institutions have rally cries, a phrase that has found enduring resonance, transcends marketing and advertising, and has become a shared expression of identity and community. This study examines rally cries at select higher-education institutions, exploring what impact they have upon the universities they represent. It also explores whether they are effective expressions of their brands; how, or whether, such cries build community; and whether they have expanded beyond athletics and into other facets of the institution, including, but not limited to, academics, administration, alumni and advancement.