Educators Work with a Different Lexicon

I met with a group of leaders from a suburban school district for a short workshop on an introduction to branding. Like many other districts they are confronting issues related to changing demographics, declining enrollment, and increased competition.

When I started development of the session I was calling it “The B Word,” as I’ve experienced pushback from some educators on the use of the word brand. I ended up keeping brand in the title but I built the potential resistance into the workshop.

I said I’m not going to use marketing terms and talk about archetypes, sales, and competitors, but I am going to talk about communitydecisions, and alternatives. This seemed to resonate with the room and bring several more heads from the passivity to active nodding and engagement.

Many in education don’t like sales and don’t like to think of other educational choices as competitors, don’t make them.

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