TTOs rebrand, revamp, and make major strides with faculty, industry

摘要

A growing number of technology transfer offices have opted to undergo a rebranding to position themselves for long-term success with both internal partners such as faculty and external partners in the business community. While a new name and logo are the most visible indicators of a rebranding, on their own they reap limited rewards. True rebranding starts from a place of significant internal change, say executives involved with four TTO rebrandings. The name change is important, but it's not the endgame, says Marc Sedam, CLP, executive director of UNH Innovation at the Durham-based University of New Hampshire (UNH). "We had to change how we behave and how we present ourselves to everyone else to make that name change meaningful. If you change your name but behave the same, people aren't going to respond positively."