Can You Handle the Truth (About Your Brand)?

The question in the headline is what I ask in a story for the Association of Governing Boards.

Too often, branding myths prevent universities from creating and investing in their brands in ways that influence outcomes.

Through debunking these myths with truths, institutions can create how-to guides for branding that accelerate progress toward achieving key goals.

A strong brand creates influence and ensures that when people think about your institution, they do not just know what you do — they believe in who you are.

Thank you to Dale Whittaker, Michael Rao and my friends at AGB for helping me share this story.