Canada's most trusted higher ed monitor and futurist, Ken Steele, finally explains the metaphor of Brand Chemistry™ for higher education marketing. He summarizes evidence that students are more sleep deprived than ever, connects the issue to mental health, and outlines some solutions campuses have tried to implement. And, he explores the plight of adjunct and contingent faculty, who can earn more writing essays for cheating students than they make grading those papers for universities.