I talk a lot about the importance of marketing strategy. In an environment with limited resources – and let’s face it, everyone operated in an environment with limited resources – it’s important to spend time, money and energy on things that will contribute to business results.
At a conference I attended a few years ago, non-profit CMOs gathered for a conversation about brand vs. reputation. There was much good discussion, and the consensus was that, while they are related, brand and reputation are different things.
Let’s say you work for a college. Let's say you have an idea to build a website for parents of current students. (I’m not saying it’s a good or bad idea. It’s just an example.) The site would provide all of the information that parents want to know about your college. You call a meeting of all of the key stakeholders, including representatives from Marketing, Student Affairs, and Enrollment Management. At the meeting, you present your idea and everyone gets very excited.