Typically, administrators are so totally focused on “branding” everything to the institution that they forget that the user wants “branding” at a much lower level, and in addition to any institutional branding. An auto dealership does not market and sell “General Motors.” They market and sell “Chevrolets.” It is a lesson that is largely lost on administrators. Equally lost is the idea that users want to display their work as something other than grey print on a grey background – they may want the “pizzazz” that captures a browser’s attention.