By Jackie Todd, Office of University Relations
A 28-year veteran of Clemson who has created and propelled a successful university brand across the state and the nation has been named the university’s associate vice president for marketing and brand strategy.
Dave Dryden, who has headed the university’s Creative Services division for the past 13 years, assumed the position Monday.
“Dave isn’t satisfied to rest on his past success or that of the university,” said Mark Land, Clemson’s vice president of University Relations. “He is brimming with ideas and is as eager to get started in his new role as I am eager to have him as a partner in what I know will be an exciting journey for all of us.”
Dryden’s work at Clemson reads like a how-to in wildly successful branding. He was responsible for creative and brand oversight for two of the university’s major capital campaigns which together raised almost $1.4 billion. Ever hear of The Will to Lead campaign? Dryden developed the name, identity and brand guidelines for the campaign and worked to execute an integrated multi-platform plan.
Along with The Will to Lead, the brand identity of Solid Orange, CU-ICAR and Clemson Moments all boast Dryden’s genius. He even originated the concept of the R-E-A-L acronym, used on the ClemsonForward strategic plan to help the Clemson community remember the plan’s four pillars of Research, Engagement, Academics and Living.
In this new role, Dryden will serve as Clemson’s chief marketing and branding officer, responsible for the strategic direction of Clemson’s marketing and branding efforts. The new AVP and his team will create, execute and manage a comprehensive branding and marketing program that communicates the uniqueness of Clemson’s story and positioning of the university as a national leader through creative services, marketing, social media and video production. Additionally, Dryden will lead the effort to communicate and standardize Clemson’s brand messages and standards across all university colleges, departments, centers and programs.
It’s a big job. And Dryden is all in. (Pun intended.)
“I am excited to have the opportunity to serve the university in this new role, said Dryden. “I truly believe nothing touches families and changes lives like higher education. This is a special place and it’s an honor to have the chance each day to tell the world Clemson’s story.”
Don’t miss Dryden’s story in next week’s Meet a Tiger column.
