This article discusses the story behind American University's brand campaign. Colleagues and peers are asking how American University developed a brand strategy--"KNOW/WONK" campaign that launched in fall 2010--that's original, authentic, and representative of AU's distinctive personality. What they really want to know is how AU got it through the critical approval process, intact, with leadership's support and enthusiasm. Strong brands are short and simple, meaningful and relevant to the constituents, and authentic--and they truly distinguish an institution from its competitors. The author points out that the path to a strong, successful higher education brand is not mysterious. It is a function of several key ingredients: (1) Rigorous research to define the institution's brand requirements; (2) Courageous and wise institutional leadership; (3) Sufficient resources; (4) Professional expertise; and (5) The capacity to effectively execute the strategy.