How AI Is Commoditizing External Legitimacy
Series note:This is the first piece in a three-part series exploring what happens when AI makes every organization look credible. This article looks at the commoditization of external legitimacy. The next will introduce the Corporate Brand Identity Matrix as a diagnostic tool for finding the gap between what an organization promises and what it can actually deliver. […]
Pt 1 | How Universities Find A Brand Position They Can Actually Hold
Series note: This is the first of three on higher ed positioning. Part two, A University Is a City, covers where the territory lives once you’ve found it. Part three, Who Gets To Stretch The Brand?, covers the governance that keeps it from being negotiated away.
Pt 2 | A University Is a City. Higher Ed Brands Need Hierarchy Before Messaging
Series note: This is the second of three on higher ed positioning. Part one, Everyone Is Changing The World, was about finding a position a university can actually hold. This piece is about where that position lives once it’s found, organized across the institution, its faculties, and its programs so the levels reinforce each other instead […]