College applicant branding.
A recent New York Times article describes it as molding a child’s talents, extra-circulars, and SAT scores into a product as marketable as a cereal box design, all to set him or her apart from other college applicants. I can’t speak for the rest of my peers, but I can say that I certainly don’t remember feeling like a box of Wheaties in the fall of 2004 when I was chugging away at undergrad college applications.
But a lot has apparently changed in three years. Admissions councilors, branding experts, and other coaching firms are becoming increasingly more common as the number of college applicants, SAT scores, and community service-happy high schoolers increase. Expartus, the small New York City admissions consultant firm featured in the Times article, says that this type of self-marketing may simply be the next logical step in higher education admissions.