Information technologies have empowered the individual and are unleashing a torrent of change, one that will reshape nearly all of institutions. To secure the place of the traditional scholarly enterprise, the author argues that leaders must rethink a number of the fundamentals behind the higher education institution. He discusses the impact of information technology on scholars, scholarship, and the scholarly enterprise. For higher education institutions to succeed in the Digital Age, the author contends that their leaders must devise and communicate a value proposition whose accent is on the institution. To accomplish this, leaders must "recognize that branding will be essential." (Contains 21 notes.)