“This book does shine a light on what can make a university stand out and how an institution can tell its stakeholders and audience about everything that makes it really special.”
Professor Alistair Fitt, Vice-Chancellor, Oxford Brookes University

“This book addresses a gap in any university book shelf. It is highly relevant for all senior managers in education who are responsible for developing and determining strategy.”
David Willey, Chief Operating Officer, Regent’s University London

How do you distinguish your institution from others when competing for students, funding and reputation? How can you achieve strategic advantage in a way that resonates with your audiences?

In this new resource from CASE, Susannah Baker and Anna Myers unveil the key phases of their Distinct Framework and provide concrete guidance for navigating each step to enhance reputation and brand. They draw upon contributions and case studies from university leaders, faculty, marketing and communications experts and industry consultants. The result is an insightful look at how pursuing three main criteria—being real, rare and relevant—can help define and communicate what makes your institution distinctive.

This book will show you how to:

• Chart a path toward distinctiveness that can set your institution apart
• Pursue institutional change that takes advantage of opportunities and achieves buy-in across all levels
• Work with institutional leaders to understand and embrace their unique role in distinctiveness
• Establish your distinctiveness, test it, and revise it when it needs updating
• Communicate it to audiences to achieve your goals and
• Use distinctiveness to enhance your development efforts.

CASE Item 29622