Tips for shifting from “buy-in” to “co-creation”

August 29, 2019

In addition to institutional buy-in, an enduring brand strategy requires all of the involved stakeholders to take ownership over it, writes Rob Zinkan. To foster stronger stakeholder engagement, Zinkan states, an institution’s marketing and communications department needs to shift its mindset from “we need them on board” to “we need their active engagement.” Additionally, all stakeholders need to embrace ambiguity by educating stakeholders about brand-building strategies, as well as being open to veering from that process. As a process designed to build “long-term value for the institution,” an effective brand-building strategy should also encourage stakeholders to hold the same long-term outlook. Inside Higher Ed (International)