Higher education is an increasingly crowded and competitive marketplace, and every institution has a brand story to tell. According to bestselling author Bernadette Jiwa, telling your brand story is more about doing than telling. “The brands we really love are the ones that create difference for us, they make us feel like we belong, that we are part of their story and they are part of ours.” In this special episode of Marketing Live, Bernadette will talk about unlocking the value in your brand story and translating that into marketing people love.


Marketing Live is sponsored by PRSA’s Counselors to Higher Education

Episode Host

Rob Zinkan

Rob Zinkan

Rob Zinkan has been with Indiana University for 16 years and is currently in a system-wide role as associate vice president for marketing, where he works to develop, deploy, and champion the university’s brand strategy; leads Indiana University’s full-service internal marketing agency; and serves as marketing liaison to IU’s two core campuses’ (IU Bloomington and IUPUI) leadership and marketing community. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC). Rob earned his bachelor's degree from Wabash College, master's from Xavier University, and doctorate from Creighton University. He serves on the CASE Commission on Communications and Marketing, contributes to Inside Higher Ed's Call to Action blog, and serves on the conference committee for the AMA Symposium for the Marketing of Higher Education.


Bernadette Jiwa

Bernadette is a freelance brand story strategist, marketing keynote speaker, and the author of four #1 Amazon bestsellers:DifferenceMarketing: A Love Story, The Fortune Cookie Principle, and Make Your Idea Matter.  Her blog at thestoryoftelling.com was voted “Best Australian Business Blog: 2012.”

Bernadette advises, consults with, and speaks to global companies, startups, entrepreneurs, and business leaders from around the world, helping them to build their brands and business visions around a story-centric marketing strategy – one that helps them to matter to their customers, gain traction in their market, and get funding from investors.