edX: how Harvard and MIT democratised an elite brand

Focus
- edX: how Harvard and MIT democratised an elite brand
- 11/10/2012
- Sophie Gomez


A key component of luxury is exclusivity Harvard (2012) ©

Scope
Harvard and MIT are investing $60 million into edX, a new non-profit venture. Launching in late 2012, the enterprise will deliver an online version of the world’s most expensive education to anyone in the world with an internet connection – for free. Behind the gesture, there is a deeper logic that serves as inspiration for luxury brands wishing to open themselves up for mass consumption while retaining their core values, prestige and exclusivity.

Read full article

Industry	Advertising & branding Behaviour Communications Luxury Social & charity Technology
Location	Global
Keywords	Accelerated Learning Blended Reality Living the Dream Search for an Expert MIT Harvard edX Education

Read more about 'edX: how Harvard and MIT democratised an elite brand', as well as case studies of new products, campaigns and emerging consumer trends in the Advertising & branding, Behaviour, Communications, Luxury, Social & charity and Technology industries.

If you would like to see what Canvas8 can do for your business, for information about subscriptions, or to find out about our bespoke research reports, click to register.

- Focus: Latest
- Other articles
  - - Chris Hadfield: reinventing the role model
    - 23/05/2013
    - The boundaries of the world's frontiers are diminishing. Astronaut Chris Hadfield used his online presence during his time on the ISS to let the public discover the wonders of space.
  - - YouTube goes live with Comedy Week
    - 22/05/2013
    - Combining old and new media stars with plenty of hype, can YouTube Comedy Week close the gap between internet success and its equivalent in the mainstream media?
  - - Leftover profits: Rubies in the Rubble
    - 21/05/2013
    - Each year, almost half of the world's food is thrown away. Putting it to wider social and commercial use, start-up Rubies in the Rubble makes gourmet chutneys from surplus fruit and veg.
  - - Target brings Facebook users in-store
    - 20/05/2013
    - As e-commerce expands, brands are rethinking their business models to cater to shifting consumer habits. Cartwheel is a collaboration between US retail titan Target and Facebook.
  - - BT Sport: from broadband to broadcast
    - 16/05/2013
    - Broadcast and broadband are increasingly fused, and while BSkyB hopes to eat into BT's broadband market share, BT is responding by moving into BSkyB's turf: television.
  - - Dornbracht: the rise of the spa bathroom
    - 15/05/2013
    - Applying 'smart' technology in fresh and innovative ways, Dornbracht's Smart Water seamlessly connects bathroom components while providing a plethora of customisation options.
  - - Makr Shakr: bottom-up bar culture
    - 14/05/2013
    - As technological advancements increasingly place power in the hands of consumers, conceptual bar Makr Shakr is providing a taste of the foreseeable future.
  - - SmartThings: integrating physical and digital lives
    - 13/05/2013
    - SmartThings enables true human-computer interaction by ensuring that everything we own – electronic and otherwise – is part of the conversation.