A very interesting article

Via boctok

I once had a conversation with someone who worked for an advertising agency that represented one of the big luxury automobile brands. He said that he was worried that his client’s new lower-priced line was being bought disproportionately by black women. He insisted that he did not mean this in a racist way. It was just a fact, he said. Black women would destroy the brand’s cachet. It was his job to protect his client from the attentions of the socially undesirable.

This is, in no small part, what Ivy League admissions directors do. They are in the luxury-brand-management business, and “The Chosen,” in the end, is a testament to just how well the brand managers in Cambridge, New Haven, and Princeton have done their job in the past seventy-five years. In the nineteentwenties, when Harvard tried to figure out how many Jews they had on campus, the admissions office scoured student records and assigned each suspected Jew the designation j1 (for someone who was “conclusively Jewish”), j2 (where the “preponderance of evidence” pointed to Jewishness), or j3 (where Jewishness was a “possibility”). In the branding world, this is called customer segmentation. In the Second World War, as Yale faced plummeting enrollment and revenues, it continued to turn down qualified Jewish applicants. As Karabel writes, “In the language of sociology, Yale judged its symbolic capital to be even more precious than its economic capital.” No good brand manager would sacrifice reputation for short-term gain. The admissions directors at Harvard have always, similarly, been diligent about rewarding the children of graduates, or, as they are quaintly called, “legacies.” In the 1985-92 period, for instance, Harvard admitted children of alumni at a rate more than twice that of non-athlete, non-legacy applicants, despite the fact that, on virtually every one of the school’s magical ratings scales, legacies significantly lagged behind their peers. Karabel calls the practice “unmeritocratic at best and profoundly corrupt at worst,” but rewarding customer loyalty is what luxury brands do.

I have to admit, I never knew some of those things.