In today’s competitive and noisy higher ed landscape, recognition alone isn’t enough—your brand needs to resonate on a human level. Visibility captures attention, but connection drives action and builds affinity.

Join us for The Power of Personality: Building a Higher Education Brand That Connects, a five-part recorded webinar series where Carnegie’s brand experts share insights and actionable advice on how to build an authentic, lasting brand that truly connects with today’s students.

The webinars in this series include:

Personality Science: Building a Humanized Brand

Presented by: Tyler Borders, Chief Brand Officer
Tyler introduces Personality Science and shares how understanding psychographic drivers transforms traditional branding into a personalized, humanized approach, creating deeper connections and engagement.

Brand Research

Presented by: Jared Brickman, SVP Research
Jared breaks down how to measure your institution’s unique brand personality and explains how using a clear archetypal framework can help you better understand your brand, your students, and what resonates most authentically.

Brand Strategy

Presented by: David Viggiano, EVP Research, Modeling, + Strategy
Vigg discusses synthesizing psychographic insights from internal and external research into a brand strategy that aligns your institution to a shared vision.

Brand Activation

Presented by: Joe Master, SVP, Brand Management
Joe breaks down what is perhaps the most overlooked step in the branding process: Activation. From audiences to activities, Joe focuses on empowering you and your internal teams to roll out your brand in ways that are most authentic to your institution’s brand personality.

Brand Expression

Presented by: Voltaire Santos Miran, EVP Creative + Web
Voltaire demonstrates how Personality Science radically transforms your creative approach, helping you authentically express your brand to build deeper connections with students.
 
 

Your PresentersYour Presenters

  • Tyler Borders Chief Brand Officer
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    Persona The Innovative and Confident Visionary

    As Chief Brand Officer, Tyler Borders ensures Carnegie’s end-to-end products and services are continually advancing and providing unmatched value for clients. Tyler has transformed countless brands since the early 2000s, when he originated and began deploying a first-of-its-kind psychometric approach to communications. This distinctive psychology-centered and research-driven system has positively impacted audiences and teams across the country. Prior to Carnegie, Tyler found success as a creative director and as an entrepreneurial founder of five start-ups. He continues to take his expertise to industry stages nationally and to write and develop disruptive solutions in the fields of organizational psychology and brand transformation.

    Tyler Borders

    As Chief Brand Officer, Tyler Borders ensures Carnegie’s end-to-end products and services are continually advancing and providing unmatched value for clients. Tyler has transformed countless brands since the early 2000s, when he originated and began deploying a first-of-its-kind psychometric approach to communications. This distinctive psychology-centered and research-driven system has positively impacted audiences and teams across the country. Prior to Carnegie, Tyler found success as a creative director and as an entrepreneurial founder of five start-ups. He continues to take his expertise to industry stages nationally and to write and develop disruptive solutions in the fields of organizational psychology and brand transformation.

  • Jared Brickman SVP, Research
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    Persona The Creative and Analytical Theorist

    The best research tells a story. Dr. Jared Brickman, who built the Carnegie research program, weaves research narratives into practical strategy. With a doctoral degree from Washington State University in communication campaign analysis, Dr. Brickman has experience leading research teams, has power user status in Qualtrics, and has successfully moderated hundreds of focus groups. He is an innovator who has won awards for his research on mobile health, viral web content, and online social support systems. Active in the research community, Dr. Brickman has brought peer-reviewed papers to conferences for Carnegie and served on the editorial board for the New Media and Society, an academic journal.

    Jared Brickman

    The best research tells a story. Dr. Jared Brickman, who built the Carnegie research program, weaves research narratives into practical strategy. With a doctoral degree from Washington State University in communication campaign analysis, Dr. Brickman has experience leading research teams, has power user status in Qualtrics, and has successfully moderated hundreds of focus groups. He is an innovator who has won awards for his research on mobile health, viral web content, and online social support systems. Active in the research community, Dr. Brickman has brought peer-reviewed papers to conferences for Carnegie and served on the editorial board for the New Media and Society, an academic journal.

  • Dave Viggiano EVP, Research, Modeling, + Strategy
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    Persona The Resilient and Rebellious Ringleader

    David Viggiano has dedicated more than two decades to designing strategic communications, enrollment, and research solutions that empower colleges and universities to elevate their brands and reputations. “Vigg” is an expert at coordinating with leadership at the highest levels of institutions, and he has an unmatched ability to identify and solve the most pressing needs of organizations across the country.

    Dave Viggiano

    David Viggiano has dedicated more than two decades to designing strategic communications, enrollment, and research solutions that empower colleges and universities to elevate their brands and reputations. “Vigg” is an expert at coordinating with leadership at the highest levels of institutions, and he has an unmatched ability to identify and solve the most pressing needs of organizations across the country.

  • Joe Master SVP, Brand Management
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    Persona The Philosophical and Creative Curator

    As Senior Vice President of Brand Management for Carnegie, Joe Master partners with institutions to build brands that resonate with emotion and authenticity. Prior to his agency work, Joe spent 13 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. His work has appeared in newspapers, magazines, television commercials, and on digital screens across the nation.

    Joe Master

    As Senior Vice President of Brand Management for Carnegie, Joe Master partners with institutions to build brands that resonate with emotion and authenticity. Prior to his agency work, Joe spent 13 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. His work has appeared in newspapers, magazines, television commercials, and on digital screens across the nation.

  • Voltaire Santos Miran EVP, Creative + Web
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    Persona The Compassionate and Charming Aficionado

    Voltaire joined the Carnegie team in 2021 when the company acquired mStoner, a web development and technology agency for higher education that he led as CEO and Head of Client Experience for more than 20 years. He spent the first decade of his career in development and alumni relations, working on print publications, alumni magazines, capital campaigns, and website launches. A natural storyteller, Voltaire enjoys teaching others how to effectively tell their brand story, empowering colleges and universities to forge transformative, memorable, and successful connections with their audiences. His expertise in information architecture, content strategy, and governance moves institutions from a project mindset to a process mindset, with powerful results.

    Voltaire Santos Miran

    Voltaire joined the Carnegie team in 2021 when the company acquired mStoner, a web development and technology agency for higher education that he led as CEO and Head of Client Experience for more than 20 years. He spent the first decade of his career in development and alumni relations, working on print publications, alumni magazines, capital campaigns, and website launches. A natural storyteller, Voltaire enjoys teaching others how to effectively tell their brand story, empowering colleges and universities to forge transformative, memorable, and successful connections with their audiences. His expertise in information architecture, content strategy, and governance moves institutions from a project mindset to a process mindset, with powerful results.

Watch the Series