In my book Brands Win Championships, I write: “your program is a brand, you are a brand manager.” Whether you like it or not, that’s the reality. But, that doesn’t mean it has to be that way. Not everyone is cut out to be a brand manager or fit for the responsibilities that come with it. It takes a certain type of person to excel in the space. More importantly, it is not an area your program can afford to skimp on. If you’re going to take brand marketing seriously, you need to actively seek a skilled and experienced mind to direct your brand. The brand manager is the marketing equivalent of a head coach. WHAT IF you spent as much time and effort finding the right brand manager as you did your head coach?