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Ride for the Brand: Growing Recognition and Trust for Your Message and Your Institution
In his poem “Ride for the Brand,” Red Steagall, the cowboy poet of Texas, paints a vivid picture of an old, weathered cowboy passing along the wisdom of his years to a younger companion:
“. . . ‘Son, a man’s brand is his own special mark
That says this is mine, leave it alone.
You hire out to a man,
Ride for his brand
And protect it like it was your own.’ “

The old cowboy’s advice conveys wisdom for us in the land-grant university, as well. We are living and working in an increasingly competitive and noise-filled environment: a strong brand can help us to stand out—but we need to stand out for the right reasons. We must make sure that everything we do is branded with our university, research, or Extension identity, and we must protect the integrity and trustworthiness of our brand.

Nov 21, 2019 01:00 PM in Eastern Time (US and Canada)

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Elizabeth Gregory North
Head of Agricultural Communications @Mississippi State University Extension Service
Elizabeth Gregory North is Head of Agricultural Communications for the Mississippi State University Extension Service. Her expertise focuses on strategic communications planning, organizational branding, social marketing, advertising, and communications training. She has served as a leader, consultant, and trainer for various marketing and branding initiatives within the national Cooperative Extension System, including the National Extension Branding Initiative and national 4-H. She is a member of the Association for Communications Excellence, the Public Relations Society of America, and ACES: The Society for Editing. In 2018, she was elected to the Southern Public Relations Federation Hall of Fame.