Can universities increase salience over their bigger rivals?

In the world of higher education, competition often seems dominated by institutions with long-standing reputations and significant resources.

But building brand salience isn’t just about who has the biggest budget or the oldest legacy – it’s about who can change the game. If you can’t out-spend your rivals, out-punk them. Think differently, act boldly, and play by your own rules to create breakthroughs and reshape the landscape. This isn’t about being careless and carefree – conversely, it’s about being careful – careful in the choices you make, so that the rules you break are strategically aligned to building your brand, increasing awareness and, yes … fame.

Here are 5 provocations to get you started.

1. Embrace your Inner rebel

Tighter budgets, less time, more requirements … it doesn’t feel like it’s the time to play it safe. It’s time to break the mould, question the norms, and create the unexpected. Instead of following the crowd, forge your own path. Develop a bold point of view that resonates deeply with your audience. Be provocative if necessary – but always be real.

For universities, this might mean challenging outdated perceptions of higher education. Think about tackling the stereotype of ivory tower elitism with campaigns that emphasise inclusivity, accessibility, and real-world impact. Highlight unconventional success stories or niche programmes that break the mould.

2. Focus on message, not money

When budgets are tight, clarity of purpose is your greatest weapon. Students and stakeholders are drawn to institutions that stand for something. Don’t dilute your message trying to appeal to everyone. Pick a fight – whether it’s against rising tuition costs, outdated teaching methods, or a lack of diversity – and let your community rally behind you.

For example, use your voice to champion causes that align with your university’s values, such as sustainability or social justice. Respond quickly to cultural moments that resonate with students, even if it’s a simple social media post that sparks meaningful conversations.

3. Cultivate creativity over cost

Creativity trumps budget when it comes to capturing attention. Lean into guerrilla marketing tactics, social media stunts, or storytelling that surprises and delights your audience. Go where other universities won’t.

Take inspiration from institutions that have turned quirky traditions or programmes into viral sensations. Highlight unique features – like an innovative course on gaming or a robotics lab building Mars rovers – that competitors can’t easily replicate. Use student voices and perspectives to humanise your campaigns.

And ask yourself: who wrote the marketing rules you’re following? If it wasn’t you, why are you sticking to them? Rewrite the playbook to fit your vision. Break the rules, not the bank.

4. Prioritise your audience, not your rivals

Too many universities waste time trying to keep up with the rankings or mimicking their competitors. Instead, you can just obsess over your students and their needs. What do they care about? What challenges do they face? What cultural conversations are they engaged in?

Being audience-first means meeting students where they are – on TikTok, Discord, or even in casual campus tours that feel more like personal storytelling sessions. Build connections through relatable content, humour, or showcasing alumni success stories that align with students’ aspirations.

5. Take Educated Risks

Playing it safe won’t cut through the noise. Take calculated risks that align with your university’s identity. Whether it’s a daring ad campaign, a bold stance on a controversial issue, or an innovative new programme, being bold is often the shortcut to relevance.

Risk doesn’t mean recklessness. Test ideas, measure results, and refine your approach as you learn. But never let fear of failure paralyse your creativity. For example, a bold virtual reality experience showcasing campus life could draw in prospective students worldwide without the cost of physical tours.

Final Thoughts

Out-punking your rivals means leveraging strategy, creativity, and guts to make a bigger impact with fewer resources. It’s about shifting the focus from reputation constraints to attitude-driven marketing. By embracing authenticity, prioritising your audience, and taking bold risks, universities can earn attention, headlines, and loyalty – no matter how established their competitors are.

So, stop worrying about playing by the rules. Rip them up and write your own.

You punk.

And I mean that with the utmost respect.