By Daniel Rosen, President of the American Jewish Congress
Published originally in the Boston Globe.
Freedom of speech. Academic freedom. Tenure. These are the reasons universities often give for why they struggle to control hate on campus — or as alibis for why they simply won’t take action. But if they sincerely would like to quell antisemitism and other forms of bigotry on campus, there is another principle that universities can clearly cite.
When I was growing up, my grandfather, an Auschwitz survivor, always emphasized to me that the only thing you truly have is “your name.” During my time as an executive at the Walt Disney Company, I learned one guiding principle: Protect the brand. Time and time again, Disney would pass on deals that had short-term gains because they questioned what they would do to the brand’s long-term value. That was paramount. Moreover, the company frequently took action, often through “cease and desist” letters, against any entity that threatened to dilute the brand or mislead customers. And these were not empty threats.
So why don’t universities apply the same logic and discipline? Why don’t universities ring-fence their names from tarnishing? Why don’t they ask the hate-mongers on campus to cease and desist?
Consider the misuse of university brands to promote antisemitic hate and incite violence against Jews since Oct. 7, 2023. For example, after the massacres by Hamas that day, Columbia Students for Justice in Palestine put out a statement saying, “Long live the intifada, glory to our martyrs.”
Brown Students for Justice in Palestine wrote: “We will honor all our martyrs.” The Students for Justice in Palestine chapter at the University of Michigan said: “Glory to all our martyrs, power to all freedom fighters.”
Would Harvard allow a group called “Harvard White Nationalists” to operate on campus? Would Columbia tolerate “Columbia Heterosexuals Against LGBTQ”? They would not — and should not. So why not make it clear to Jewish students where the institution itself truly stands?
Here is an example of a university getting this right. On Feb. 23, the State University of New York sent a letter to SUNY BDS, a group that calls for “boycott, divestment, and sanctions” against Israel. The university’s letter said the group had used SUNY trademarks in its messaging without authorization.
The letter emphasized that SUNY names are protected under US trademark law, and the university is legally obligated to enforce its rights. Failing to do so could result in losing those exclusive rights. To that end, SUNY demanded that BDS “cease and desist from all further use of the SUNY name, the SUNY trademarks, and any other designations likely to cause confusion. The university also said the group had to cancel any web domains, social media accounts, or WordPress accounts with SUNY’s name on it.
Why are institutions like Harvard not doing the same? Don’t university presidents and boards have a duty to protect what is arguably the most valuable asset of their institution? Don’t universities owe it to their students not only to ensure a safe environment but also to guarantee that their university’s brand — which students carry with them for life — has a positive impact?
SUNY has set a precedent. It’s time for other universities to follow suit. You will never see a group called Disney Employees for Armed Uprisings. Why should Harvard be any different?
