In this episode, Shane sits down with Joe Master, Senior Vice President of Brand Management at Carnegie, to discuss the art and science of branding in higher education. From the importance of collaboration and human connection to the missteps many institutions take when branding, this conversation is packed with actionable insights. Joe also shares his “non-negotiables” for higher ed brands, inspired by The Bear, offering a fresh lens for tackling branding challenges.
In this episode, Shane sits down with Joe Master, Senior Vice President of Brand Management at Carnegie, to discuss the art and science of branding in higher education. From the importance of collaboration and human connection to the missteps many institutions take when branding, this conversation is packed with actionable insights. Joe also shares his “non-negotiables” for higher ed brands, inspired by The Bear, offering a fresh lens for tackling branding challenges.
Guest Name: Joe Master, Senior Vice President, Brand Management, Carnegie
Guest Social: https://www.linkedin.com/in/josephjmaster/
Guest Bio: Joseph Master is the Senior Vice President of Brand Management for Carnegie, where he partners with colleges and universities to build brands that resonate with emotion and authenticity. His freelance work has appeared in newspapers, magazines, television commercials and on tiny screens across the nation.
Prior to his agency work, Joe spent 12 years leading marketing and communications teams at two large Philadelphia universities — Temple University and Drexel University. Joe served as Assistant Vice President of Marketing & Digital Strategy for Drexel University on the in-house team responsible for executing the award-winning Ambition Can’t Wait national brand awareness campaign, the enterprise overhaul of Drexel.edu, and the oversight of all paid and social media for the University’s 15 colleges and schools.
Joe lives in South Jersey, just over the bridge from Philadelphia, with his wife and son. When he isn’t building brands, you can find Joe mixing cocktails or writing songs on his trusty Gibson J-45.