To the Editor:
I have been an observer of Dartmouth for many years professionally and now unprofessionally with my son looking at schools. The past few days I have been in Hanover with my son who went on a tour of Dartmouth. His first choice is Princeton, but I recommended he look at Dartmouth.
It wasn't until I read Kabir Sehgal's column "On Dartmouth Branding, Part II" (June 23, 2003) that I realized why my son wanted to attend Princeton over Dartmouth. Princeton has the panache, the prestige, the brand.
Mr. Sehgal's articles are right on mark. If Dartmouth wants to compete attracting even better students, it needs to do something, and the visionary potential of a branding committee or branding campaign will inevitably make Dartmouth the top choice for many more students, including my own son.
