Madison Avenue meet the Common Application. In droves, students are looking to create their own brand identity and paying consultants a lot of money to do it. As one Manhattan firm puts it, they specialize in "each client's personal brand." As colleges and universities have continued to become more and more competitive, students have looked to distinguish themself from other applicants--which happens to be exactly what branding entails.
Check out the entire article:
http://www.nytimes.com/2007/11/28/education/28education.html?_r=1&ref=education&oref=slogin
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