On Sunday, November 15 I have the pleasure of co-facilitating a pre-conference workshop on internal branding. The session will be part of the American Marketing Association's Symposium for the Marketing of Higher Education. Last year I facilitated a round table discussion on internal branding, and the room was packed. This year I will be presenting alongside one of my client's (and brand kindred spirit) Joe Donovan, assistant vice president for university communications at La Salle University. Joe and I will be conducting a comprehensive tutorial on internal branding.
The process of engaging employees in the brand building process, or internal branding, is an emerging trend in many industries and is now finding its way onto the higher education landscape. As institutions are asked to do more with less and as colleges and universities realize that externally focused branding is often not sustainable, institutions are understanding that an inside out approach to brand development, and one based on mission, core values and stakeholder engagement are more likely to last.
For any of you who will be attending the Symposium, we hope to see you in Boston. If you are interested in learning more about how to become an internal brand champion, check out our session.
Comments