Maintaning a cohesive brand identity within complex institutional structures is a serious a challenge. While adhering to top-level brand directives, communications professionals also need to convey the richness and diversity that is the hallmark of such environments. This presentation will lay out a real-life problem — the creation of the Keough School from multiple independent institutes and centers — and walk through the process of finding a cohesive brand strategy, including design, management and governance issues.
