Be a thing. Not a no-thing.

Be a thing.
Not a no-thing.
Not an every-thing.

Compromise is all well and good in relationships, but not brand building. Universities are complex organisms by nature, with many internal and external stakeholders requiring different things. So compromise is the order of the day. But what are you often left with? A box-ticking exercise and not much more.

Academic/research rankings may get you so far, but your city/location may do a lot of the 'emotional' branding for you – for good or bad.

Take control.
Be for something.
Be against something.
Be a thing.