RTFM: Re-Imagining Your Brand Manual

First published as part of the 2011 American Marketing Association’s Symposium for the Marketing of Higher Education.

Let’s face it. While brand and marketing have made tremendous strides as accepted and even relevant campus initiatives, they are still viewed with a lot of skepticism.

A lot of that has to do with the struggles we, as brand marketers, have over process and ownership. How can we be inclusive in brand building without capitulating to the lowest common denominator? How do we respond to demands for creative (dare we say academic?) freedom when our focus is to develop systems, structures and order?

We’ll leave insights around brand articulation and platform development processes for another day. This paper will focus on approaches you can take to educate the wider community after a brand has been developed/redeveloped.

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