Ha, seen this in action:
Branding conference delegates warned of dangers of breakaway groups. David Matthews reports
Universities must rein in departments or schools that create different “sub-brands” for themselves or they risk diluting their overall identity, a senior lecturer in marketing has warned.
Chris Chapleo, of Bournemouth University, told a conference on university branding in London on 31 October that a “difficult communications challenge” could be created if “maverick and free-thinking” academics were to “pull away” from an institution’s brand.
He cited the example of a university he had previously worked at, where a “pocket of excellence” within the institution had “decided arbitrarily to create their own identity, to create their own sub-website”.
Please – universities – don’t become so consumed by conformity to brand, that the individual voices of expertise, and their departments, become dull corporate feeds! Read full article.
Digiexplorer (not guru), Senior Lecturer in Digital Marketing @ Manchester Metropolitan University. Interested in digital literacy and digital culture in the third sector (especially faith). Author of ‘Raising Children in a Digital Age’, regularly checks hashtag #DigitalParenting.