It’s not only businesses that need to create branding messages these days. In her opening remarks to the assembled alumnae who gathered to meet and greet Mount Holyoke College‘s newly inaugurated President, Lynn Pasquerella told us of her current mission to tell our alma mater’s story in a more compelling way.

In addition to being a thought leader and passionate about the college community, Lynn sees her job as College President in an even broader perspective. Although I just tried (and failed) to listen to the 7:37am segment of The Academic Minute which streams twice daily, I appreciate the enthusiasm and momentum President Pasquerella is generating for MHC. She created this broadcast venue as a branding initiative on behalf of the College. Newman’s Own provided a 2-year grant for the project. I was inspired by the creativity and implementation of this undertaking.

“I need to be at the forefront of a rich intellectual life,” she told us in explanation of her agenda this year to speak all over the country. She is passionate about many issues including bringing safe water supplies to families in Kenya as well as addressing end-of-life issues (“Death is often seen as un-American.”) here in the US.

“I’m shameless,” she pronounced. I get the strong feeling that because of this leader’s efforts, awareness of Mount Holyoke will increase exponentially during her tenure.

I’m glad, because I believe this is what it takes in today’s environment. No longer can we sit in our ivory towers (academic or professional) and expect the world to come to us. It simply doesn’t work that way anymore, if it ever did. College presidents and entrepreneurs need to get out on a regular basis, toot their horns, be at the forefront of their industries and demonstrate through their examples what they and their companies, followers, students, etc. stand for.