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REPUTATION BY ASSOCIATION
IT WASN’T SO LONG AGO that higher education and cultural institutions such as museums, symphonies, and dance companies were the beneficiaries of trusting deference. Today, they’re just as susceptible to public pressure as any brand is to act against alleged or confirmed wrongdoings or injustices. This is especially the case if they aren’t already communicating about what they’re doing to right a perceived wrong.
While symbolic, a college or university’s acceptance of large monetary gifts and the bestowing of honorary degrees are not frivolous or insignificant gestures. Today, they’re perceived as full-throated endorsements of the powerful VIPs the institutions are connected to as a result. Whether those individuals ...
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