The pursuit for institutional and brand distinctiveness represents a journey that so many of us want to be taking in higher ed. And yet so few of us ever seem able to arrive at the destination. We start with the greatest of intentions and agreement that we need differentiation. And by time we’ve waded through months of stakeholder consultation, discovery work and rounds and rounds of creatives, we end up with an identity that feels like a compromise. In the goal of trying to please - and appease? - everyone, we end up not standing out at all. 

In this session, Tracy Playle will talk about what’s really needed to transform the journey towards distinctiveness, and what practical and immediate steps we can take to get there right now. She’ll also explore ways that we can progress towards this faster, still embracing the spirit of collaboration and consultation, but without it taking over the process and dimming its shine.