POSTED 02/03/2010
By Robert Moore - From Trusteeship
"I've been on the board at Trinity University for more than 10 years," says Walter Huntley, "but being involved in the branding process has made me a better trustee. I knew quite a lot about the university from my days as a student and my work as a trustee, but digging into how Trinity addresses its markets has really increased my understanding."
Huntley's experience at Trinity mirrors that of many volunteer leaders at colleges and universities. Minding the mission and the money - as well as selecting the president and assessing presidential performance - have long figured as the primary responsibilities of college and university governing boards, but in recent years, a new responsibility has arisen: brand management. As competition for high-achieving students has grown more intense and as alumni and donor response to publicized rankings has grown more strident, trustees have begun to focus on brand strength and positioning as a way to affect these and related issues.
Download Managing the College or University Brand: The Board's Perspective (PDF).
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