Jason Simon on Higher Ed’s Trust Gap, Positioning, and Why Generic Storytelling Fails

In this episode of Filling Seats, Jonathan Clues talks with Jason Simon, CEO of SimpsonScarborough, about one of the biggest forces shaping higher education marketing right now: trust.Drawing from Jason’s recent writing on branding, public perception, and the changing college decision journey, this conversation explores why higher ed has lost the benefit of the doubt with many students and families, what that means for enrollment and marketing leaders, and why broad, generic messaging is becoming more dangerous in a market that demands clarity.Jonathan and Jason dig into the real pressures institutions are facing, from price sensitivity and skepticism to the growing need for authentic positioning and experiences that actually match the message.If your institution is still relying on broad claims, over-polished storytelling, or a vague sense that you just need to “tell your story better,” this episode is worth a listen.In this episode, you’ll hear about: Why higher ed is now competing for belief, not just attention  How institutions lost the “benefit of the doubt”  Why yield can be a fingerprint of brand strength  The danger of generic messaging in a crowded market  Why schools need to clearly answer why you, why now, and for whom How trust breaks when alignment breaks across marketing, admissions, and campus experience  What leaders can do now to rebuild credibility and improve enrollment outcomes Listen now and explore more resources at StudentBridge.🎓 Learn more about StudentBridge💻 Schedule a meeting with our team🔗 Be a guest + connect with a guest