Creating Cohesion in a Decentralized Environment (E) (GE.1)Track: Governing Excellence
Institutional brand and reputation are no longer the sole responsibility of any single team – the entire campus has a role to play. So how do you make sure everyone is singing from the same song sheet? If you ask the public what your institution is about and what makes it unique – would the answer be consistent? Would it be what you want it to be? Recently, all institutions say pretty much the same thing – small classes, financial support, brilliant faculty members, and job readiness. A strategic messaging framework, a.k.a ‘the brand playbook,’ can help. This framework is not a visual identity guide – it goes deeper and gets to the heart of what makes you really unique; it’s also easier to implement.
Associate Vice President, Marketing
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