Paul Baines is Professor of Political Marketing and the Deputy Dean for Strategic Projects at the University of Leicester. He is also a councillor for Charnwood Borough Council, lending local insight to a career that has seen him work in higher education institutions around the world. Paul’s interests lie in commercial income generation, and his viewpoints on institutional branding, stakeholder awareness, and how universities should look to the future lend valuable insight to other leaders.

In this episode, Zeenat sits down with Paul to examine the complexities surrounding university branding, and the importance and strength of distinctiveness: leaders should choose what type of university they really want to be and focus future energies on this consolidated provision.