One of the great challenges facing a university pursuing a bold new branding strategy is change aversity. This can impede the successful execution of even best-laid plans. From vice presidents to junior staff on the front line, everyone must pull in the same direction.
Such challenges can be particularly pronounced at a management level. It is likely that more senior members of staff have held their positions for some time. They will be used to doing things a certain way, having enjoyed a history of success. Ideas originating from other parts of the organisation may feel like a challenge to their authority.
Change resistance at this level can be particularly problematic. These management-level staff are most likely to be those who are empowered to prevent change. They will also be able to count on the backing of those who respect them.
So, how can we approach this issue? Here are some ideas about how you might be able to bring them around to your way of thinking