The advent of digital assistants is having a huge impact on our culture but Google and Alexa also account for larger shifts in how we engage with brands and technology. Those shifts are influencing the way parents engage with independent schools and are shaping their...
–> Branding is complicated. It’s time consuming. It can be damn expensive. So, selling your boss or your board on the idea of engaging in a branding project can be a monumental task. But here’s what makes it even harder. Most people don’t know what a brand...
You probably know that surveying stakeholders is critically important to the marketing success of your business, school or organization. That’s the easy part. The hard part is how to get started. There are consultants and firms that will develop surveys and provide...
Branding gaps are the most likely source of declining enrolment in an independent school. But where do you find them and what do you do about them? First, some ground rules. For the purpose of this discussion I am using Seth Godin’s definition of a brand: “A brand is...
Preaching to the converted is usually taken as a waste of time. The same could be said of branding. Why bother branding to those that have already bought? But I had an experience last month that ought to send a shiver down the spine of any independent school...
Every business or organization has two brands. Or, more accurately there are two facets to the brand. Most of us are very aware of one of those. It is all the ways in which we present ourselves to various audiences – customers, donors, employees, and constituents. It...
