“Developing our brand charter has been the most significant strategic initiative of the past several years…”
Developing our brand charter has been the most significant strategic initiative of the past several years. It has given us a clear and agreed position internally on how we want to define the School in an increasingly cluttered and competitive market, as well as a framework for setting priorities and allocating resources for new initiatives.
The process of developing the charter was equally important to the outcome, particularly in our environment where viewpoints are often widely divergent and emotions run high. The collaborative and inclusive approach has ensured strong ownership and a common language across the organisation which makes decision making and implementation more effective and rewarding.
Stuart Nicolson
Director Operations
Melbourne Business School
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