Brand Champions Meet in Chicago

 

On Monday, November 17 I will be facilitating a round table discussion on internal branding at the American Marketing Association Symposium for the Marketing of Higher Education at the Marriott in Chicago. I hope those who are attending the conference and want to know more about how to engage stakeholders like faculty in the brand development process will be there.

As we know, getting buy in to branding initiatives from our internal constituents can sometimes be difficult. From my experience the only time it becomes problematic is when we do not include them in the process. Even if you just ask their opinion about the initiative you will find support. But, if you do not include them and ask for their opinion, then brand inhibitors start to come out of the woodwork.

Engagement in a dialogue about brand can be one of the most effective ways to recruit and retain brand champions. How do you engage your internal stakeholders in the brand development process?