In the same branding vein of nation building, Barry Silverstein writes about how eight elite Eastern colleges have turned a sportswriter's moniker from the '30s into a powerful marketing tool. But
each individual school has its own challenges. Cornell, for example, faced an image problem -- it was widely perceived as a "country cousin" to its brethren -- by abandoning a modern logo and
reverting to the traditional school crest.
The Harvard Trademark program has six staff members and administers policies that are, Silverstein writes, "mind-numbingly comprehensive."
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