Anyone who follows this blog knows that I have been engaging in dialogue the past couple of weeks in Switzerland with many of the world's leading authorities on brand. It was an honor to be a part of the conversation. It was great to learn what other nations are doing in terms of higher education branding. Many have a clear view on brand, while others are just now considering their path.
In the United States, branding found its way onto the education landscape in the 1990s. Since then most institutions of higher learning in the States have undertaken some form of branding. Most have taken what I call an agency approach to branding. These schools have internally or in conjunction with an outside firm devoted most of their focus to what I consider to be an advertising campaign.
Those attempts usually fall short. I advocate that schools embrace what I call an academic enterprise approach that engages all stakeholder groups, especially faculties, in the process. That approach is all about creating a culture to support the brand. That approach is authentic and sustainable. As institutions around the world undertake branding, think brand as a noun first and a verb second. Your chances of recruiting and retaining brand champions is much greater.
Nice topic and post, as we were just talking about what things can happen in the medicine industry.
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Your chances of recruiting and retaining brand champions is much greater.
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Those attempts usually fall short. I advocate that schools embrace what I call an academic enterprise approach that engages all stakeholder groups, especially faculties, in the process.
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Anyone who follows this blog knows that I have been engaging in dialogue the past couple of weeks in Switzerland with many of the world's leading authorities on brand.
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