Of course, it’s not just about these high-profile names. Being in the business of imparting skills and cultivating minds means that every graduate is an ambassador. In the workforce, in business, in the public eye, graduates are representatives of their alma mater’s qualities and values.
It is of vital importance, then, that brand values agreed in administrators’ offices permeate through every level of an institution. It will be worthless to talk about, say, innovation or public service if these values are not instilled in students.
To do so requires a coherent and actionable strategy, covering everything from marketing to pedagogy to recruitment. Only then will institutions produce the sort of brand ambassadors which will do them proud.