WASHINGTON — New York has financiers. Las Vegas has gamblers. And Austin has slackers. Washington? Washington has wonks.
That’s the inspiration behind an American University effort to distinguish itself among colleges competing for attention by branding the campus as home of the “American Wonk.” The school handed out 3,500 T-shirts with slogans such as “Legal Wonk” and “Arts Wonk.” During alumni weekend in October, there will be a “Wonk of Fame” exhibit.
“We looked at what the word was doing in its current use,” said Teresa Flannery, executive director of university communications and marketing, “and we decided this is what we are.”
“Branding” has become a popular buzzword in higher education. But, as branding and advertising wonks point out, prospective students have no trouble doing it themselves when commenting in online admissions forums.
“Every school in this country already has a brand,” said Darryl Cilli, with branding agency 160over904. “It has to be honest and genuine. You can never become something you’re not.”
