Trish Rubin's EdVentures in a New York MINUTE

Jason Miletsky and the Brand-ed Experience

2010-03-26T07:32:00.000-07:00

I'm pleased to announce that marketing superstar, Jason Miletsky, is talking with me about lending his voice to Brand-ed.

Part of creating the tone of the book is threading the voices of successful and savvy marketers and educators
around the question, Can a "Branding Experience" improve public education. Jason has graciously agreed to consider being part of the conversation. THANK YOU, Jason!

Miletsky is a successful author and CEO of Mango! Marketing, a marketing, PR and social media communications agency. He has authored a new book on getting yourself noticed and raising your personal profile using online and offline techniques.

My message of personal branding and marketing for school leaders fits with Jason's view of developing networks, another subject close to my heart for educators!

“People don’t realize how many opportunities they have, every day, all the time, to market themselves,” said Miletsky. “Whether you’re on the job hunt, looking for new clients, selling a product or service, trying to grab a bit of fame – even if you’re just looking for a date, it all comes down to marketing yourself better." It's my belief that school leaders need to hear that message and to act upon these principles to build an authentic LEADERSHIP BRAND that leads to improved culture, performance and resources for schools. Just ask my co-author Eric Sheninger, whose leadership brand is going to be featured today again on the CBS news at 5pm in NYC!

Thinking Leadership Brand in the School Brand Experience

2010-03-18T04:58:00.000-07:00

Once upon a short time ago there was an internet of web 1.0 which was pretty much a one way street of communication through static websites. Many of today's school leaders, were around for the birth of this technology in the nineties. Our fellow educator colleagues of today, those of the Gen X or Y generation, were students in the time web1.0 was born.

It hasn’t taken long for the internet to become participatory and to throw a generational range of career professionals together in its constantly churning wake. The interactive, “two way street” quality of web 2.0, may not have to house a generational divide. Web 2.0 can serve as a rallying point for educators of all generations who want to create connected communities of learning.

That’s what makes the Brand-ed philosophy a broadband for success. Generations of school leaders can now have rich and connected conversations about 2.0 on the many platforms on the 2.0 scene. Long time leaders and their younger colleagues .. who could have been their students... are now experiencing similar demands from the rapidly changing world of communicaton and technology. The marketplace for effective school leadership wants return,no matter how long a leader has been in place!

So, let's talk about how our rapidly changing world can advance learning through a "brand experience" approach to education. Today educators from baby boomers to Gen Y are planning the course for a whole new millennial generation And those students understand brand experience, and can thrive in environments that build relationships to make that experience positive. School leaders' participation in the web 2.0 world ,personally and professionally ,connects school communities to new opportunities for excellence.

Part of that change lies within a leader who takes on the view of "Leadership Branding". This could be a breakout move toward a brand experience when a leader uses web 2.0 to establish, not so much of a personal brand, but a professional Leadership Brand. A Leadership Brand communicates in an outward fashion about the leader...but also welcomes inbound connection to others...the two way street for school excellence may start with a professional's 2.0 Leadership Brand!

Celebratory Branding for School Leaders

2010-03-08T05:19:00.000-08:00

After watching what seemed to be the longest Oscar Show I've ever seen, I was struck by branded thinking about how educators perceive going in a brand-ed direction. I'm developing thoughts about why educators might struggle with the idea of branding, especially since the concept has roots in the development of a Personal Brand.

Tom Peter's coined this phrase, Personal Brand, long ago and Dan Schawbel, "Me 2.0", author and personal brand expert has powered thinking and process toward achieving this goal as a means of developing value individually and for an organization. I think that where educators might get stuck. First, Tom Peters might look too business-like for most educators, though the leaders of school reform may have welcomed his thinking. Second, educators are more often the sort of people who are attracted to community, perhaps team processes, and find themselves often identifying with a group, rather than pursuing individual recognition.

Personal branding might look too egocentric for educators. They don't want to be seen as self promoting, As I saw last night with millions of others, most educators don't want to be "Thanking the Academy" for their achievements, then going into work to try to advance the greater good for a whole community. Seems contradictory to them perhaps.

But I believe that we can use personal branding to advance what is good for our schools, if we keep asking the question, "What's in it for the kids, what's in it for my school?" as we develop ourselves, our growth, and share our brand. I'm thinking CELEBRATORY...not CELEBRITY when it comes to building an educational personal brand that improves the entire school brand of the organization. Keep asking yourself as an educator," How can I celebrate the power that I have, define it, mine it and then shine it on the world so that my community is enhanced?" With that in mind, educators can brand through Celebratory endeavors that improve the culture of their community. They are not grandstanding celebrities of education, and it's not so much about ME but about getting to WE in a new energized way through unique communicating value.

Just this past week, my colleague, Eric Sheninger, participated in a further learning and personal branding professional development experience. PD can do that for educators, as it further defines their brand. And what he has done is open a blog that raises his personal educational brand, and enhances his community effort for his school. CELEBRATORY work...bravo Eric!

Define, mine and shine your personal branding light in education and be that celebratory leader.

Moira Forbes and Branding Women as Leaders

2010-02-25T11:09:00.000-08:00

Yesterday at 85 Broads , a premier association of professional women in NYC, I had the honor of personally meeting Moira Forbes...yes that's in FORBES, and her Forbes Women Platform never sounded better. Moira is pictured on the right with the President of Semprae Laboratories (Zestra),my client, Rachel Braun Scherl. Moira spoke directly and passionally about a brand...The Women Leader who is at the helm during change..and these times are a-changin!

Moira spoke about the dramatic rate of change today, and how women must lead in a "rapidly changing state of change". Women's deftness and dynamic nature doen't make them better leaders..but different.

Leading and motivating, according to Moira, BEGINS WITH YOU! To me that's a call for a personal brand in leadership, which is one of my beliefs, and this goes to the educational leader...female or male!

How do we lead and manage change in our own lives and in our careers is something that bumps up against thinking brand-ed!

What do you think?

Guest Blogger:Alexandra Rubin Delves into Branding

2010-02-21T19:53:00.000-08:00

Both my brothers became physicians and I, of course, wandered into a business where the undisciplined are welcome. -Carroll O'Connor

Hello, hello!

I wanted to start this guest blog entry off with a quote with the word welcome in it and I found this, which actually ended up being perfect. Perfect because I totally disagree!

Granted, Carroll O'Conner is from the "good ol' days" when you could hop off a bus in LA or NYC and off of shear talent and luck you could be a star. It is not that time anymore. My actor friends are exhausted from going to one open call after another and having nothing come from it because that equity actor with the great representation booked the gig. People are even trying to avoid becoming equity since the pickings are even slimmer than usual "because of the economy". And you just can't look at theatre as just an art anymore, kids. It's a business and you're the product.

This is something I knew abstractly in college but in the months since I've graduated I've truly come to realize what it means to have to sell yourself... not in the lady of the night way... yes, I know that joke was awful. I'm not a comedian.

In this blog, I'll share with you tips that I have picked up, share stories of how I failed abysmally or transcended into that ever illusive plane of success, and occasionally may tell a joke that you actually like.

The first piece of advice is to brand yourself. This means that you are creating an image that will become synonymous with you. When someone sees that logo or hears that quote, you come into their mind. This is, of course, obvious in things like running shoes or food. When you see that swoosh, you think Nike. When you hear "have it your way," you think Burger King. My branding device comes from a quote from Shakespeare's Julius Ceasar, "Ambition should be made of sterner stuff."

Now, after I decided that this would be my central branding device, I figured out how to use it. It started with my business cards. On one side, my card says "Ambition should be made of sterner stuff..." and on the back it reads "Alexandra H. Rubin (pn) 1. sterner stuff" and then has my information and a picture of one of my shows.

This branding immediately conveys determination, dedication, intelligence and strength. I am telling everyone that reads my card that I am sterner stuff by definition.

I carried this look and quote over to the signature in my email, my website, anything that had to do with my professional persona. I started this about a month ago and already I've had people quote my branding device back to me.

To find your personal brand identity ask yourself these questions:
What do I want to accomplish by branding my image?
(my answer: To present myself as a creative professional and intrigue and impress potential partners and employers.)
What do I want to convey to the people I am marketing myself to?
(my answer: strength, conviction, intelligence, dedication, determination, confidence)
How can I make my branding both verbal and visual?
(my answer: Use a strong quote that I can turn around to describe myself and an example of my work. I accomplished this by using a strong picture from one of the shows that I costume designed as the background for one side of my card.)

Most importantly, delve into yourself and really figure out what is amazing about who you are and how you can make people sit up and take notice of it. More to come soon but in the meantime...

Here are some other brands I dig:

Soul Pancake
www.soulpancake.com
This is a website by Rainn Wilson (Dwight on the office) in which you can discuss life's big questions with Rainn and the other members. What makes this so great is a) Soul Pancake is a totally unique name and b) he qualifies the name by subtitling it "Chew on Life's Big Questions". It is fun an witty which is exactly what the website is. He hasn't quite gotten the visual stuff down yet, it's all a mishmosh with Mike P. Mitchell's (admittedly awesome) artwork as background, but the name is pure genius.

HERE Arts Center
www.here.org
HERE Arts Center has created a hell of a brand for itself. Just by name it is instantly recognizable (also, Abbott and Costello would have a grand ol' time reviving "Who's on First" with its name). HERE is where you want to be. They continue their branding into their website with links like "See here" for what's currently playing and "Be here" for ticket purchases. They also have a great logo and font which they use on all their materials and is totally unique to them. Home run, HERE.

I'm With Coco Campaign
http://sirmikeofmitchell.com/imwithcoco/
Now, this was really created for Conan O'Brien by fans who were upset about his forced early retirement from the Tonight Show, but it's brilliant. A simple line and a fantastic image that depicts Conan as a super hero/cartoon. It has humor and yet shows the strength of Conan and the passion of his fans.

And, a swing and a miss...

Charlie White
www.charliewhite.info
Okay, Charlie White has a serious point of view going with his photography. So why is his website so dull dull dull??? There's nothing interesting or unique about it until you finally find the light grey work "work" in the navigation bar and come across his stuff. With one word, he could have us hooked from the homepage but if I didn't already know what was there, I don't know that I'd venture around to find the goods.

Good night, all! Be brilliant, be happy!

Student Achievement: Learn to be The Luxury Brand

2010-02-18T11:43:00.000-08:00

Branding in higher education and private education is a high priority topic and always connected to developing business. In this challenged economy, revenue is still spent within these institutions in the pursuit of students and their education dollar. A public school may seek brand building for different reasons, but the features of the branding model used so successfully in these organizations can help public schools attract good students to the community and develop their achievement. Learning some of the strategies that have worked over time for successful brands in higher ed and in the private school communities can inform the new vision for brand-ed school success. It’s not fiscally possible or even organizationally imperative to develop marketing and PR centers in a K-12 organization to create value for a brand.

The higher eds and private schools have done themselves proud in developing a message that can be marketed for sale to students and their families. They have honed a pitch that has value for informing schools about branding. First, they have dug deep and developed a BRAND that authentically, powerfully and simply reflects the offering of the institution, and they’ve developed a brand promise that defines what the brand will do for the audience. They’ve thought about what differentiates them from others. They’ve given time to presenting their brand personality, how they deliver their service that is the story of success across many channels of communiation. They’ve leveraged the personality into an emotional connection with the audience. These organizations have worked on messaging over time so that the permanence of value is set in stone, though the brand may shift to accommodate changing times, the promise is solid as a rock.

Brand value simply lies the word Trust, which is already part of conversation about school reform. Trust is in marketing lingo a “Free-mium” and schools don’t have to spend to develop that.

If public schools take on branding as an initiative it will not be simply to attract dollars, although that can be a by-product of developing trust that makes for successful branding. Schools can look at a Brand-ed initiative and create a new way to talk the talk about pursuing student achievement, and that’s the real currency in public schools, and it is tied to dollars.

If communities examine the common approaches of the established educational institutions perceived as having successful brands, if leaders think about how successful educational organizations can inform the discussion of a public school brand movement, we can see the benefits of building a public school brand outweigh resistance.

Like it or not, effective branding is with us already in our schools, but in disparate and sometimes ungoverned ways. Take control through a platform of Trust and the develop the branding opportunities this powerful concept holds to improved student performance. Align existing and innovative culture, your plan for achievement and the development of revenue under a brand-ed umbrella. This has worked for years in colleges and private schools and can be adapted to your little red school house of 2010. And when you do so, you’ll be in the driver’s seat as a leader of a trusting community…and you’ll be driving a luxury education brand

Build Alliances in Brand like the Brand Big Dogs!

2010-02-17T05:25:00.000-08:00

Yesterday I blogged about some ways the Iconic brands, the Brand Big Dogs, build and sustain their winning brands. One of those strategies..building partnerships. Many schools miss out on the resources that come from building partnerships with other schools, with the community, and with business.

So learn from Burger King. Yesterday, the Starbucks nation was the foundation of my thinking because it spends very little to advance its brand, something schools can learn to do. This morning it's announced on WPIX TV that BK has invited a new partership...Starbucks!

Burger King will now sell select Starbucks drinks in their stores in order to compete with the Golden Arches whose cafe drinks have been successful to the max.

So grab a partner schools and start the brand dance!

School Brand: A Brick and Mortar Beginning

2010-02-16T10:57:00.000-08:00

Look across the branding universe today and what do you see? An endless universe of products and services vying for our attention. Standing out in the heavens are the branding superstars, the Top 100, the Power 25, the Elite 10. Some the brand names may jockey for position in the top ranks, but the players are usually sustained. Google, Apple, Nike, Starbucks, Coco-Cola, Amazon, Disney are among the perennial elite in this new decade. You have your personal brand favorites. There are others, and there are more on the horizon to challenge these giants. Who would have thought Google would be the number one brand a short few years ago? What was a Google?

As an educationist, the most interesting, and one of the biggest brands to learn from, is Starbucks. With over 3,000 outlets worldwide, it has one of the smallest advertising budgets among the iconic brand players. They don’t spend much on advertising. In a conversation about lending Madison Avenue branding techniques to build a school culture, its branding approach is more like an educational campaign that can serve to inspire cash strapped school ”outlets” everywhere. Starbucks has figured out what matters most in building and managing a brand. It has a good product that is reliable whether you are buying it in a shopping mall in South Jersey or in the airport in Tokyo where I get my” non-fato” latte. Starbucks worked tirelessly from the beginning to build its brand and to consistently delight and engage its market. It’s gotten quite a wallet share of the coffee drinking public to pay 4 bucks or more for a product one can get for a buck at a cart or a diner. Like it or not, it’s a brand new day.

When I think of the best schools I’ve seen on walk throughs, as an employee or visitor, I now see that I was experiencing the Starbucks experience in an educational sense. I didn’t refer to it as branding then, but I will now. What these best schools had were attention to marketing in the “brick and mortar” environment of the school. It’s the Starbucks brand model. The schools seemed to have developed a personality, they had a story to tell and it was visible in the halls and in the classrooms, and even in the teachers room. I’ve been in thousands of schools, and the feel of the best is akin to the feel that I get when I see the green mermaid sign and head for my skim latte in NYC. The schools have a human feel, there’s a subtle buzz of energy, people are comfortable, there’s a belonging factor even among strangers. The Starbucks staff want to know you, by name even, and they listen…and look you in the eye. The music, the messages, information is clearly presented and one doesn’t feel overwhelmed or sold, just supported by an environment.

As I write my book on branding I continue to see what once was thought unlikely to be likely...Branding and School can fit!

Guest Blogger: Katie Brosious-- How CMS can Impact your School Brand

2010-02-11T10:06:00.000-08:00

Thank you, Katie for allowing me to reblast your fantastic blog post. Katie is with AllofE. A Kansas based company that seems to GET it BIG TIme in providing websolutions that help educators think BRANDING!

Katie Speaks....

In response to both Eric Sheninger's post about the importance of branding in education, and Trish Rubin's blog, EdVentures in a New York Minute, about branding in education, I started to think about how, with a CMS, schools can use their district Web site to establish a brand.

The Importance of a Brand in Education

Although I will leave this part mostly to the experts (Thanks Eric and Trish!), I will say a few words about the importance of a brand in education. Education is a service. Education is just like any other service in that it must exude value in the business that it is in, in order to attract new students. In education, school districts must show academic value. Bad or good; clear or not, everything--person, place, or thing--has some sort of brand attached to it. It's what others think and feel about what you have to offer.

Why doesn't education take advantage of this? Especially K-12 school districts! Universities have come a long way, and seem to be working on establishing their own individual brand. However, many school districts do not put their best foot forward...To network, to evolve, to improve, and to show the world what they are accomplishing.

But how would they spread their message? It's not like school districts have the advertising budgets of McDonald's or Coca Cola. They have the label of 'school,' which implies education, but it's extremely obvious that no two schools are the same. Its important for schools to build their brand because school districts, more than any other educational institution, need to stay updated and in the know. Today's K-12 students are tomorrow's leaders. It is essential for schools to have a cohesive mission, a set of values, and a sense of pride within the district, which can be done by establishing a brand.

Branding on the Web

More and more, school districts are using social networking sites like Twitter to extend and enhance their brand. Some Twitter accounts are for the whole district, some just for a school, and some are from teachers, staff or administrators from the district. Each Twitter account is another point of contact for that district. It improves community outreach, makes the district more personable and personal, and helps to spread the district message. Social media sites like Twitter are great. And they're an extension of the district brand. But they just aren't enough. Even if a district has a great media presence, consistency throughout the district all-inclusive WEB presence is key.

Aside from social media, the school district Web site is often the most important point of contact for the school district. If community members want to know what time the football game is on Friday, the district site is the first source of information. The district Web site is like the Encyclopedia for that district. Students, parents and community members expect to have all of their questions answered simply by clicking over to the district Web site. It must support a cohesive brand and mission along with all other point of contacts for that district on the web.

Using ContentM K-12 to Brand your District

The best and easiest way to build a school district Web site is with a CMS like ContentM K-12. Not only will you be able to design and implement your school district Web site with ease, you (or anyone else) will be able to maintain it with a few clicks. You will be able to update your Web site in seconds when you need to (i.e., for snow day cancellations or delays). You can spread the word about your district's overall academic accomplishments. You can show your students' accomplishments. The best Web sites are dynamic and fluid; they are always changing as new things happen. School district Web sites should be no different.

Aside from being able to update and maintain the district site easily, you can use a CMS like ContentM K-12 at any level of your district, including individual school sites, individual classroom/teacher sites, Web sites for the PTA or Athletics, etc., extending your brand through all sectors of your district by keeping the theme and message fluid throughout each site. There's an eSchool News article about a school district that got it right. Recognizing the need "to leverage our entire digital environment, to bring in tools for all our teachers, principals, and staff to communicate with all our stakeholders, and to provide a way for our stakeholders to engage in communications with us," this California school district implemented a CMS to improve its communications with parents and the community.

After establishing a branding network for your district, you can use all those Web 2.0 goodies that will make your district look great and that students will love to view and create, building their exposure to technology as well as your own.

YouTube, Twitter, and Blogs, Oh My!

These tools are really underutilized and overflowing with potential. Our CMS offers these tools as part of our panel-based technology, so you can easily upload your Twitter feed or a YouTube video you posted. Kids love the Web 2.0 stuff because it's a break from the norm, and so do teachers and administrators, like the ones that I meet every day on Twitter. Instead of having students write a paper, why not create a blog discussion about it? Teamwork is a key skill, and blogs and comments promote it in a fun way. With a CMS, teachers can easily post the blog on their Web site and have their students contribute.

As another example of using Web 2.0 in the classroom, take a video camera on a field trip and interview the kids about their opinions on where they are. If you take them to a museum, what was their favorite part? And why? Better yet, let the kids ask the questions! Putting these videos up on your classroom site is a great way to get students involved in using technology and reaping the benefits, and parents will love it so they can see what their kids do all day.

All of these ideas will show your audience (students, parents and community) that you and your school district have a dedication and commitment to using technology. Even if you only posted these on your own classroom site, a classroom site is simply an extension of the district brand.

Why Build a Brand?

When my family moved from New York to Texas, my mom had to figure out where to send my brother, sister and I to school. However, just by looking at a few Web sites she easily chose a school district for us to attend, because she couldn't get a feel for what some district Web sites were trying to say, couldn't sift through the clutter, or just really couldn't get a feel for the school's goals or values. How else would you choose a school district from 1,000 miles away other than calling the school? I wouldn't want to be the school district to get overlooked based on a poorly designed Web site with no purpose. District Web sites mean more than some may think.

A brand sets you a part. It differentiates your school district from the next. It's an experience. Why not be the best? Your school district works hard to fulfill its potential. Don't fall short because your Web site doesn't perform, become a "Brand-Ed" school district.

Schools can Build a Brand Platform for Success!

2010-02-10T13:16:00.000-08:00

Just like the Fashion Week event I attended last night to promote major designers brands, a school brand can shine!

Your school’s brand will be the home for innovative thinking that brings new language.

Education has its own language of Standards, PLC’s , IEP’s to name a few. Learning new terms to communicate the brand initiative is part of your early adoption of being Brand-ed. You’ll need new terms that are familiar to the branding and marketing set, but not to educators, so spend some time getting familiar with “brandspeak”. Adding concepts and their terms will easily become part of your own Brand-ed journey.

Begin by thinking that a strong brand starts with a “Brand Platform”. And soon you’ll know what a Brand Platform is and you’ll communicate it to your team, no MBA required! Innovation always brings its touchstones, and language is one of them. Since the elements of Branding flourish with communication, focus on understanding terms and speaking the language for sure communication. As you read more of the branding conversation online through rss feeds, you’ll build familiarity with use. One of the early jobs for a leader who is building a branding momentum is teaching. Employ the same definitions business created years ago and hone the conversation around your brand.

BRAND PLATFORM
To sustainable loyalty to your school’s brand and differentiation from other schools, your school organization can embrace a brand platform. Because the appearance of the brands from the outside comes from the strength of the brand on the inside of the organization, building a strong brand on the inside starts with your commitment to building a recognized brand platform. As a strategic tool, a school brand platform has a wide range of applications. It can be articulated in different forums to appeal to broad constituency within an organization. A brand platform is communication.

• BRAND PLATFORM: The brand platform focuses the organization on building value-added relationships with the community. Once the brand is known, key strategies for delivering value to the community must be developed inhouse. The platform is about messaging the community regularly with the kind of communication that supports the school brand. Web presence, face to face presence, social media presence supports the brand platform. At the heart of the platform is the understanding by every employee of the school that they must consistently behave in ways that support the school brand. A brand platform is designed to provide uniformity in the way the organization interfaces, in every way, with the targeted market and also as a practical, usable tool to guide all members of the organization on how to support the brand through words and actions.

M GIVE...funding the brand

2010-02-09T11:33:00.000-08:00

Lately I've heard and gotten connected to people who are engaging with the non-for-profit world, and have heard from those circles about Pepsi Refresh Project and M Give..mobile giving that takes the idea of philanthropy to a micro giving level. Through texting your phone you will have the ability to donate small amounts of money to support your charity. As we know from our last election, those donations ADD up. I'd encourage educators to look into M Give, and to begin conversations that might tap into sharing a school brand with alum through these new ways of being philanthropic at any level!

Super Branding for Super Schools--The Win!

2010-02-07T06:50:00.000-08:00

Today the faithful gather. The most watched TV event of the year. The faithful to football, the faithful to partying, the faithful to TV will gather to watch Saints battle Colts on a Sunday evening.Eating 40 million pizzas nationwide. An even those not interested in the outcome of the game will pause from their chips, dips and salsa to watch the Super Brand celebration, The Superbowl Commercial.

The brand icons have for years plotted, planned and pitched to massive audiences in stylized commercials priced at $80,000 a second, that are designed to win brand loyalty. There's two Superbowls going on, the game of sport and the game of marketing.

This year, one of the iconic brands will be missing from the lineup. Pepsi has passed on the high price of reaching its audience to take a new tactic, a flea flicker of its own making. The brand is going online to support its new sub brand Pepsi Refresh, and have chosen the internet to reach superbowlers with its community minded message of support. So smart. The brands are seeing that the channels for reaching the consumer and spreading the world are changing.

As schools think about the need to brand and deliver their Super messages of excellence to improve culture and performance, take note of the changing face of sharing the word that Pepsi is living. Social networking gives new value. A consumer doesn't get to simply hear the message, but engages with the message and helps shapes the message. This is a way for schools to engage their"clients" as supporters. Thinking about the value that a school offers and the possibility for the community to help shape the brand of the school is innovative and worthy of conversation. Refresh your thinking as a school leader on this Superbowl day will an eye on the game of communication.

5 ways for Educators to Go Public with their Brand

2010-02-06T08:49:00.000-08:00

I smile when I check into Linkedin and see the power educations with whom I’ve worked for years profiled online. It’s pitiful, really. Many of the best educators I know have half–baked profiles and 3 connections. Better not go on linkedin,com at all if that’s all you are willing to invest in putting your brand out to the world of work. Linkin.com is a basic place to develop your authentic professional brand, and a great web 2.0 introduction to connecting to other’s brands, the people who are like you. Twitter and Facebook, the other preferred giants of social media may eventually figure into your branding plan. But as I said, small sure steps!

• Once you’ve done the simple personal audit, confirm that advancing what you stand for, your brand, is a comfortable process for you, and something you can talk about to the public. Begin testing the waters with a little discipline. Becoming an early adopter of a social media site. Linkedin.com is a good start. You are not simply dismissing social media anymore once you engage. Set up your profile, create a CV, absolutely post a professional photo. Start looking around to see who you know onsite and ask them to link their profile with yours. Visit Linked.in every day. Join a few groups that align with your professional interest. Answer questions when your groups put out some interesting content. Grow your brand as a connected social networker as you introduce people to each other and to content and good ideas online.

• Read a bit about branding on a personal level, then ask yourself if this is a fit. Am I capable of this thinking? Can I live it, and comfortably talk the talk about myself so that I can teach this process to others? If you can, in a real time, public way. You might use your brand statement to refine what matters to you about branding and use the thinking as you start conversation in meetings about school policy, culture, and achievement.

• It is absolutely necessary for your brand to be part of developing the school’s brand promise, so think of ways to visibly show you recognize and live your brand.. Authenticity of brand and you effort to promote yours, helps you influence others about a Brand-ed view. Ask others what they think about branding, about how people view personal brands, children, teens young adults are all branding themselves personally. This innovative type of thinking as an exciting change for leaders as they think of bringing the brands of students and the community together in a school-wide brand.

• Attend organizations and meetings and bring up the branding conversation. You will be surprised at the positive and interested response you receive, especially from younger educators who have this branded and social sense already developed in their communication life. You will look very current and even hip. Not bad as part of an educational leaders’ brand!

• Work in your brand journal at the initial level of story. If your brand is one of resilience, for instance, tell the stories in your life that have shaped that view. The STORY of your personal brand journey is of importance to creating a Brand Ed community. This attention to story may form the beginning of a newsletter or personal blog that is part of building your brand.

Thinking about personal branding may feel a bit uncomfortable, but if approached as a communication vehicle, and as a way for the brand personality to lead to a better perception of yourself as a thought leader, it can only enhance the entire school’s perception. Using the social media to share this persona is an absolute first step for leaders. Get beyond the fact that someone may take issue with your brand. Believe me, there are ways to approach any difficult or negative issue about online branding, and that’s usually done through face to face contact which most leaders are very sure of handling. Discover, shape and share your brand with pride!

What the Connection? Brand-Ed to Branding

2010-02-01T06:51:00.000-08:00

Schools are not branding expensive designer shoes or purses, but education. And that’s a luxury item too. Education is worth presenting to a market in that same shining light of value the biggest brands use to gather loyalty and support from their customers. In today’s age of distraction, a school leader has to get the entire school community focused, and yes…excited about “buying” the luxury of education. The platform for accomplishing this has a name that is different from the Madison Avenue strategy of Branding. For Education and Business camps to connect to your thinking, use the “Brand-Ed” term to get the ball rolling.

“Brand-Ed” means being open to appreciating, exploring and practicing tools you may have only heard about from the world of business and then, incorporating some of these marketing ideas into your personal leadership model. When you take on the notion of being “Brand-Ed, you are using a business based sales tool to improve school culture and performance. This may be a natural process for some, and not so easy for others. Take the Brand-Ed test right now to see if you can make the leap. If the connection of branding to being Brand-Ed works for you, you’ll answer yes to the following:

1. Does this Approach Matter to me?
2. Is this Doable for me as Leader?

If you can’t answer both with a positive response, you may need to put down the book! If you can answer yes to the first question only, reading further will persuade you that you can do this, and soon you’ll see the doable within your grasp. So, to make the personal connection, the first conversations about Brand-Ed could be with yourself as you answer those two questions with more than a single word answer. Take a moment to write down a few reasons why this seems to matter to you and why you feel it’s doable. You might begin keeping a brand journal. I use a small pocket notebook and write connections as I see them to branding and education. If you are going to present this new idea, your ability to be genuinely grounded in it is primary, and as a former writing consultant, and USA Today’s Writing Educator, I’ve know the value of making your thoughts visible.
Here’s some other questions to think about or do a quick google search on. Also, you might consider putting a question out on Linkedin if you are a member and part of any educational groups. If you are on Twitter, start looking educators who might want to engage in this type of thinking. Adding that thinking to your brand journal can create a wealth of information that you can use in your development stage of being Brand-Ed .

• What’s the connection to brand building of product and a school’s branding of its services?
• Why would schools welcome a branding conversation?

Think of your reasons for rallying around this cause:

• Are you looking to build community?
• Are you seeking a way to develop trust in your school?
• Is a new lens on student performance needed?

Also, you might consider putting one of these questions out on Linkedin, if you are a member and part of any educational groups. Adding that thinking to your brand journal can create a wealth of information that you can use in your development stage of Brand-Ed Any of these these questions can support your beginning brand-Ed journey.

Colin Firth on Branding

2010-01-31T11:30:00.000-08:00

Ok, I just heard that Colin Firth is the Thinking Woman's Leading Man....Yes, I am THINKING that he is soooo amazing!!LOL Look what he said today about BRANDING...and his own experienced being branded as a Mr. Darcey type cast..."You get a brand attached to you whether you invite it or not..."

How wise...and thrilling that I could feature him on my humble blog....one never knows......! Ok...I'm going to watch the DVD as I write!!!

Brand-ed Buzz

2010-01-31T10:58:00.000-08:00

Listen. The Branding buzz is everywhere.

Communication can change in a heartbeat today. Spreading the word is at the root of a firestorm of communication in our social media decade. How do educators grab the power of this current of communication for the benefit of their schools?

They Listen to the Brand Buzz.

Branding, once thought of as a tool for marketing wonks, is riding a wave of mainstream possibility practiced everyday by anyone who has a social media page or a website. Communication is king of connecting in any environment, business, personal or educational. And where there is communication, there is need for relationships, trust, and promise. That’s essentially what the business of branding is built upon.

And if you think of it… That’s just what education embodies: relationships, trust, and promise.

Move over Madison Avenue-- branding strategies for school leaders may be the most valuable tools in today’s educational manager’s communication toolbox.

It’s time for school leaders in a web 2.0 world, to build a two way street of communication. One outbound, for reaching out and touching the entire school community, and one inbound for attracting community support for the success of the school. How can a leader bundle the essence of school culture in relationships, trust and promise? Launch a Branding conversation in a school and make a simple start.

The divide between business and education can be shored using this marketing principle, and I challenge school leaders to accept this. From where I sit in business today, brand development has moved from Madison Avenue and fits perfectly in today’s educational reform conversation. As a lifelong educator, I see it as the new power tool. I’ve seen its successful use in business, and believe its value in education. Building a brand identity for school community, addresses building relationships, creating trust and the promise student achievement.

Listen. If you think this can matter to you and if you think you have the capacity to make it happen, then buzz about branding yourself. And Buzz about Brand-Ed. The Little Book of Brand-Ed helps you Understand, Develop and Live a winning school brand.

Personal Branding and School Brand-ED

2010-01-29T09:09:00.000-08:00

Is your Personal Brand Part of Building your School Brand?

The journey to develop a brand for a school is one of small steps. How does it start? It may begin with the experience of a leader whose curiosity has been piqued by technology, by the social media buzz, or by her own children’s experience as they define themselves, learn about the world and build relationships online. Brand comes knocking out of communication, and we are immersed in communication, drowning in it sometimes! So brand awareness is a natural extension of communicating what a school is, and should be championed by someone who understands and accepts this concept it from a personal experience level.

If you have the notion to start a school conversation about branding, do a self-audit about personal branding and a bit of research. Using key words around personal branding, brand personality and the like may help, but my best referral in that arena is Dan Schwabel whose personal branding blog and books have mined the personal branding conversation for hundreds of thousands of people who are aware of the role that a personal brad plays in their professional lives, and these are not just marketers and sales people. But then again, you know we as educators are in sales.

How to Start?

It’s simple. Think of words that are key to who you are, to your values, and your actions. Start there. Ask yourself the question, “Why do these tenets mean something to me?” Ask yourself how do you show them? “Actions are Character,” according to an old saying, so how do your values become action?

Right away you might want to ask friends, family, students, the guy who you buy your coffee from in the morning about yourself. Ask how they see you? What do you present? How are your actions viewed as “character”, and ie, your brand.

Read Dan Schabel’s work on Personal brand and do it with an open mind. If you as the leader of a Brand-ed effort, can’t feel comfortable, knowing and acting on your own brand, then it’s not worth persuading a community to go there.

Going Public with your Brand

I smile when I check into Linkedin and see the power educations with whom I’ve worked profiled. It’s pitiful, really. Many of the best educators I know have a half –baked profile and 3 connections. Better not to do this at all if that’s all you are willing to invest. In later posts you’ll earn how to launch the process but the first step is getting your mind around it:

1. Will it matter to me to work on a public personal brand?
Once you’ve done the simple personal audit Ask that question. If no is your answer, then don’t push a school agenda. If the answer is yes, then begin testing the waters with a little discipline of actually LEARNING and not simply dismissing social media.

2. Is it Doable for me?

Read a bit about branding on a personal level, then ask yourself if this is a fit. Am I capable of this thinking? Can I live it, and comfortably talk the talk about myself so that I can teach this process to others? If you can, you are ready to work to sharing your personal brand in a public way.

It is absolutely necessary for your brand to be part of developing the school’s brand promise. It will mean authenticity of effort, and your ability to influence this as a change force, and the STORY of your personal brand journey is of importance to creating a Brand Ed community.

Beyond the Logo, the Mascot, The Motto

2010-01-27T06:13:00.000-08:00

Ever look at the top iconic brands? Of course you do. See them in an ad, on a billboard, on your screen? "Coke" flashes, you get thirsty. Your favorite sports teams logo pops up, your pulse quickens. You see a blue the color of Tiffany's and you break out in a sweat, if you're a guy, or do a happy dance if your a woman. WHY? How does a brand effect us so immediately?

All of these brands have established themselves through powerful emotional connection to you, the buyer. Straight to a queing section of your brain that creates a chemical rush of feeling...all positive. And that doesn't happen overnight. It takes a plan, it takes repeated experience with the brand promise, and satisfaction to build your loyalty. It's even coming to an augmented reality experience in your media room soon!

That's what psychology calls a "transactional memory" of experience that is built in the consumer, the client, the patient, the receiver of the message, that bonds them to the product. Think of the hours people invest in watching shopping channels that feature strong brand connection for the audience. "I'll watch for a minute," and hours later they are looking at an aging Joan Rivers like a best friend, and buying buying buying.

So use the school lens and look at your iconic presence. You have a website, a logo, school colors, a motto. But are you using all of these tools in concert to build an emotional connection to your school, the culture and the community?

Here's some homework from the former middle school teacher. Surf the internet and look at brands. First click on some of the big iconic brands that you like click Nike, Mc Donalds, BMW, whatever floats your boat, and you will feel a buzz. Your brain is stimulated and your heart may be racing. Go to some of the big college sites and see if they give you the same buzz....UCLA, Notre DamE, Penn State...again a buzz.

Now surf for schools, public schools, and see if you feel a buzz a spark. I'll bet you will see the cookie cutter and mission statements. Schools need a brand overhaul, an audit to bring the level of connection and commitment to an iconic level. And it can be done. And with little expenditure. You may need to brush off these existing tools, you may scrap them all together..but in the words of a famous brand...JUST DO IT!

Use the umbrella mission of being a school brand...of being "brand-ed" to build the emotional connection to your community...to your alumni. And the result will positively impact your educational impact as a school leader.

Three Reasons for School Leaders to Learn from 2009 BRAND Giants

2010-01-22T06:29:00.000-08:00

Can schools learn about brand from Ford Motor Company? Can a superintendent be inspired by BIG MAC? Would Domino Pizza have something of value for principals?

These three companies out of the top 100 brands of 2009 can inspire thinking for improved school culture and performance in three ways. Each of these companies saw problems, fixed them, and went on to rising brand recognition and increased value in the market. Something that the old message about Unique Sales Proposition would validate. And it can help a school leader create thinking about positive culture for a winning school.

What did they do?

1. STREAMLINE thinking about pleasing and reaching the clients. These companies put TRUST at the center of their connection to their market. They took marketing, PR and advertising as one mission...not separate jobs, and they were serious about interfacing with the customer, not just overloading them with messages that most people don't listen to! How can a school organization take this on to increase trust?

2. PARTNER with other entities. They seriously looked for strategic alliances in other companies, groups and associations that would shed positive light on their brand. The Golden Arches partnering with PETA and Green Peace? Yup...and it has increased brand value! What alliances can be made in schools that can do the same?

3. OPEN behaviors to the client and community. The world is becoming transparent due to the social networking environment. As scary as it may seem, the brands that were open to showing their processes, involved the clients in discussion, and gave people a reason to care, did better. Your market can sing your praises or dismiss you in a click of a mouse. Making connections in a consistent open way face to face and online can help a brand positively engage with the client. Are your customers buzzing about you? Is it positive?

Developing TRUST is at the root of a winning brand for schools as well as business. It's all about building relationships for a winning school. Give people a reason to believe. Develop and live a winning brand.

Guest Blogger: Eric Sheninger, The Value of BRAND in Education

2010-01-19T05:39:00.000-08:00

Several months ago, I posted an article about a New Jersey principal named Eric Sheninger whom I had seen on the CBS news conducting the business of "BRAND ed" in his school by introducing social media to his History curriculum. I've followed him through the social media, and learned so much from watching him in that element. I asked him to be a guest blogger today on the topic of Branding as a strategy for educational leaders to improve culture and student performance. I will meet with Eric next week to see his school, meet him in person and continue the Brand Conversation as I develop my book. With thanks to this dynamic leader, here's Eric's response to a few initial qustions I posed regarding his understanding of branding.

What Does "Brand" Mean to you?

To me a brand promises value through the evolution of a unique identity that relates to a specific audience or stakeholder group. Value can be defined in many ways. Some brands promise durability, health, style, safety, taste, convenience, or savings. Brands are designed to stand out and ultimately influence the consumer in a fashion that builds trust in the product. Sustaining a sense of trust is an integral component of a brands ability to promise value.

( I like that and see the key words as TRUST,PROMISE to be as important in schools as they are to business!)

How Do you see its Value in Education?

In the field of education schools are considered a brand. They promise value to residents of the district in terms of academic preparation to succeed in society. Many families will chose to reside in a specific district if the schools have a track record of academic success. Specific variables that are ultimately imbedded into an educational institutions brand are state test scores, curriculum, teacher/administrator quality, number of AP courses, college acceptances, and extracurricular activities. By establishing a school’s identity or brand, leaders and other stakeholders can develop a strategic awareness of how to continually improve pedagogical and management practices that promise, as well as deliver, a quality education to all students. As a high school principal I feel that it is my responsibility to continually develop and enhance my school’s brand through innovation, risk-taking, building of relationships (students, teachers, parents, community stakeholders, institutions of higher education, businesses/corporations, etc.) and a commitment to the community. In my opinion this vision can assist all educators in establishing a brand for their respective schools that not only promises, but delivers value to residents of the district.

( Nice! This response speaks to starting the conversation, to introducing the concept, and sharing the language and processes that will put BRANDING in the center of a school reform plan!)

Do you have a Personal Brand?

I think everyone has a personal brand, but either does not realize or take it seriously. What you do in your professional and personal life does have an impact on how you are perceived and if you can be trusted. As a principal, I feel that my personal brand should reflect my commitment to the academic success and social/emotional well-being of the students of New Milford High School (http://www.newmilfordschools.org/NMHS/hs_main_page.html). It is equally important the my “brand” reflects to my staff a determination to cultivate positive relationships. It should resonate with them idealistic principles such as support, modeling, listening, innovation, shared decision making, consensus, risk-taking, and life-long learning. I do my best to lead my example and sustain a personal brand connected to these principles. For more on this please see my latest blog post entitled “Innovation Through Effective Leadership” at http://www.educatorsroyaltreatment.com/2010/01/innovation-through-effective-leadership.html. Communication is extremely important in establishing one’s personal brand and social media has become the premier outlet for packaging and creating an identity. My personal brand from an education standpoint is constantly on display for the world to see. In my opinion, these outlets clearly illustrate my commitment to professional growth, learning, innovation, and student success. Listed below are some of the social media sites I utilize:
Twitter http://twitter.com/NMHS_Principal
LinkedIn http://www.linkedin.com/profile?viewProfile=&key=26475766&trk=tab_pro
The Educator’s PLN Ning http://edupln.ning.com/profile/EricSheninger
Blog http://www.educatorsroyaltreatment.com/eric-sheninger-principal/

( Great point. Eric knows about using the BRAND concept as a part of management plan. Integrity is part of that, and Communicating that through a personal brand is part of developing as a leader.)

Could Schools use this Brand model?

Schools can definitely use this brand model in order to focus efforts that continually address ways to improve teacher quality, curriculum, instructional practices, facilities, and professional development. All of these factors play a crucial role in increasing student achievement and engagement. The bottom line is that all schools should ultimately be able to promise value in terms of delivering a quality education while adequately preparing students for success in the 21st Century. A brand model can help to achieve this noble goal.

( I couldn't have said it better!)

Branding Schools Beyond "UNIQUE"

2010-01-13T09:20:00.000-08:00

I had the pleasure to visit The Young Women's Leadership School, Astoria this morning. Laura Mitchell,principal, her professional colleague, Allison, and Tara Goulet, of The Young Women's Leadership Network, all welcomed me to a true gem of a school.
I'm interested in supporting the girls in this single sex school with pro bono work, and my own education was in a single sex school. And I did struggle with interfacing into a mixed environment in college of male and female, so I am drawn to contribute, if I have value, to this cause. Take in the fact that I'm writing a book about branding identity to connect to school reform and student achievement, and well, I'm over the moon as I write this post.

After a lively "get to know' you chat in Laura's offfice, she summoned my school guide, a wonderfully mature, 9th grader named, Samantha, who toured me through the halls and into the classrooms filled with young friendly girls at work, so I could experience the culture of the school first hand. We stuck to the two wonderfully energized floors that are currently housing the school., but, later, Laura escorted us to the floors above that will complete this amazing site. Science room, art room, library, dance studio....so enriching to know that this idea of TYWL School is thriving in the TYL Network.

But, about the brand. Well, I've thought about how tag lines, logos, and visuals support a brand. Naturally I asked my guide, Samantha to tell me what's her connection to her school..."It's so unique" she offered immediately...but I had to push her further. We all think our schools are unique. She spoke to the true value being the teachers, the young staff who guide and teach. They even call the teachers by their first names! (You mean they are people!! LOL) and she said that practice is a sign of "respect"....now we are getting to the real brand of that school.

So my thinking is ask the kids about the brand early...and don't let them give the company line...poke at what they say. That might be one of the first steps of approaching a brand conversation in your school.

What's your thinking???

Branding for Schools in the ACTIVE VOICE

2010-01-12T05:48:00.000-08:00

This is a guest post from Jim Mitchem that was part of Danny Brown's rss fee today for me.. Jim is a father, husband, copywriter and founder of the virtual ad agency smashcommunications, llc. You can find him at his Obsessed with Conformity blog, and on Twitter @smashadv.

I was struck by its implications for branding in schools. Building a branding campaign for school means stepping out of he passive voice and into the ACTIVE voice!!!

Here's Jim.....

One of the things I hear most often from colleagues who attempt to justify why big brands need to be involved in Social Media is, ‘Don’t you want to know what people are saying about you?’

Only, this is a very passive position. Reactionary. More like Public Relations than marketing. Then again, most of the people I know in Social are from the PR side of the house. And there’s nothing wrong with that.

In fact, there’s a lot to be said for keenly monitoring what people say about your brand. Marketers from as little as ten years ago would kill for this opportunity. And with the amazing data mining tools available today, you can monitor your ass off. It’s brilliant.

However, there’s another opportunity out there that may be even more valuable than monitoring. Engaging. Yeah, yeah, everyone talks about how engagement is the core concept of SM. But talk is cheap. Well, not really.

In fact, one of the fallacies of Social Media is that because the media itself is mostly free (for now,) that it’s somehow cheap.

It’s not.

To effectively engage in this space requires a strategy and a team. And that means allocating budgets. In other words, being proactive. So stop what you’re doing right now, and go into your marketing plan and carve out 30% of the budget right off the top and put it into Social Media. Because A) traditional marketing is dying (becoming less relevant), and B) engagement takes manpower. Lots of it.

Yes, you can maximize the manpower with the proper tools, but if you’re not prepared to invest in the people who will take your brand into the brave new world of social, you’re just monitoring.

Don’t be afraid of Social Media. It’s not brain surgery. But after centuries of doing things one-way, we’re now in the age of two way. And reciprocal dialogue doesn’t occur in a print campaign.

You want to hear what your target audience is saying about you? You can do that in Social Media. If you want to be more proactive than at any time in the history of marketing, you can do that in Social Media too.

Imagine having people contact you on Twitter about a problem they’re having with a product – and you actually help them. In public. With everyone watching. Now imagine what the person you just helped is going to say about you (in public) to other people who are probably a lot like them, and who therefore represent potential new customers for you.

Imagine people talking about you in public and referencing your blog directly, where even more intimate dialogue can occur and where you can further reinforce your brand’s promise of value.

Imagine that. It’s sick.

And it’s being done now pretty well by brands like Zappos, Ford, Southwest Airlines among a growing list of others. No, none of these brands have everything figured out here. But they do have guts, and have recognized the massive potential that exists in proactive reciprocal dialogue with their audience.

Proactive engagement. It’s the new Super Bowl television spot. Just ask Pepsi.

3 Answers to Brand Presence: Be a Branding ACE

2010-01-10T13:58:00.000-08:00

"Questions Knocking at the Door of my Mind." sang the richly toned voice in my church service yesterday at Unity NYC. My mind goes today to three of those questions that can inform thinking about Branding in Business and in Academia.

1 How Can Associations Help me to Improve my Brand Presence?
2.How Can I Create Authentic Ways to Create Interest in my Brand?
3.How Can I Engage my Brand for Sustained Results with my Market?

So let's take a bit of a field trip through the land of Brand Delivery where our first stop Is ---

Associating?

Associating is the starting question and quite essential for setting the groundwork for a brand effort. When you begin any brand campaign, think about the vision of the Verizon phone commercial. The caller stands there with hundreds and hundreds of people over his shoulder. That's a network. And a start up company, an individual, or any large organization needs a base of strategic support. How do You associcate? Why? With Whom? Those Questions are knocking too! In a time of shrinking resources and budgets, rally help in alliances.lAs I work with clients we discover that Associating it absolutely important to the strategic alliances, joint venturing, and collaborative nature of building a brand army. So thin A as you campaign foor ASSOCIATING and start adding value.

Next Stop on the Tour ...:

Creating?

Creating comes in all manner of form, and it's rooted in social media. Not simply knowing the 10 or more channels people can use to promote themselves socially from Face Book to Stumbleupon to Linkedin and Twittter. Add the value of Face to Face creation of a brand buzz with small and large meet ups, salon discussion, full blown events. Make this part of building a reputation. That's what a brand is....a reputation people trust. You have to be out there so people can decide to, in the old Ronald Regan quote..."Trust and Verify" your brand!

Final Stop to being a Brand Ace is ...

Engaging?

Yes, once the know who your fans are, your brand loyalists , it is a constant challenge for an entity to remain sustained, connected, vibrant and on the radar. Think of how the smallest brands to the most iconic brands keep their market or wallet share. Staying in touch and growing your network through your loyal base. Direct mail, email campaigns, fan pages, cloud campaigns. are part of this effort. Maintaining contact, keeping people appreciated, informed, rewarded all help to engage your communiity.

Any thoughts on how YOU have become an ACE at branding through ASSOCIATING CREATING AND ENGAGING?
.

Branding your "Starbucks" Classroom for Success

2010-01-10T13:24:00.000-08:00

"It is not what you look at that matters, it is what you see." Henry David Thoreau

So wasn't Thoreau a thoroughly wonderful Brand Visionary? On this NYC Sunday, let me think Branding as a classroom tool I'm tossing this notion into the discussion about Branding in Education...

" Is there room for Third Place Messages in the Writing Classroom?"

Starbucks does it with branding. The colors, the furniture, the baristas! That's what makes it possible to march up to a register in any Starbucks and proudly order a Grande mocha no whip skim latte without a blink! You feel supported by what you see and what people are doing in the space. It looks familiar. You are entering a No Risk Zone. It's so familiar, Make Yourself at Home should appear on the door! But it doesn't have to really, we know we are.

In a writing classroom, the same can be true. It can be the one place in school where students might feel the endless possibilities for their branding growth, knowing themselves. Like any iconic brand, make relationships real...Support students through familiar landmarks. Plan thoughtfully for creating a third place environment, a place where students feel capable, comfortable and creative. These are the Third Place messages that appear in the Coffee Culture world.

Using the "Cafe Kulture" brand for writing...

Teachers should adopt the term branding as part of pedagogy as well. By thinking visual branding, imagine what familiar sights and sounds can be part of your "Café Kulture" classroom?

Brand your classroom for Writing Success....

Design the space. Coffee houses are designed for movement and well as for comfort. Use the help of students to create the room arrangement, either before school starts or at any time of the school year. Students can draw up plans for physical arrangement of desks, bookcases. Treat this as a problem-solving piece. It's often best to have the kids take ownership of the room. It will send a message of shared control of the kulture.
Display the words of writers.
Use quotes and beautiful language that is found everywhere...charts, banners labels can surround the students . The message is clear. We value language and use it with intention in this classroom.
Use music to set moods. Research supports the use of music as an aid to thinking. You have your favorites, and open up the list to the students...give them control over what is played to help the thinking in the room during independent time...or even before a mini-lesson to jump start energy for thinking!
Provision occasionally with snacks. Treats that make the time feel more social. Every Friday: Café Day. Bring your favorite snack to enjoy as you writ and Routines...

In some coffee houses, you are asked to connect with the staff for a personal third place touch. You may be asked as you order to identify your favorite super hero...that's how you are called when your coffee is prepared, for example "Latte for Wonderwoman!" In your classroom, use a verbal anchor to get kids to attend to the pace of work. When it's time for a minilesson, say the VERY SAME thing each day...for example, teach them to respond to.."Let's rock" and the kids must say back..."Rock on!" That's a way to signal for attention...when Independent Writing follows... say, "Let's chill", for example...kids say "Chillin!" Using verbal cues can focus and generate attention.
Use of these strategies can help you to brew a Third Place feeling of a brand of comfort in your writing classroom.

About the Author
Trish Rubin is the president of The EdVentures group in NYC. She is a consultant and speaker. She is working on a book about the branding in school called "BRAND-ed". www.theedventuresgroup.com

IS it Branding? Marketing? PR?

2010-01-09T14:14:00.000-08:00

Schools across the country live with images related to their culture. How about yours...Are you a Saint? Are you a Tiger? Are you an Eagle?

I remember landing one of the best jobs I’ve ever held, midway through my education career.

I was hired as a reading coordinator in Gloucester Township NJ, and on the day I accepted the position, the principal, Joe Sweeney, a prince of a man, walked me into a huge empty gym. It was a hot July day, and he walked me to the center of the imposing space , pointed to an expansive red and white banner with an image of a proud looking Indian displayed. Sunlight streamed onto the cloth. Under the figure were the words, ”Once a Lewis Indian, always a Lewis Indian." He pumped my hand and welcomed me to the family, explaining that I was now and forever a Lewis Indian…I had tears in my eyes. Still I regard the experience at Lewis as one of the most rewarding time for myself professionally and personally.

The success I had at Lewis went to the community that grew out of the connected belief that we, teachers, administrators, kids, parents were together as Lewis Indians. Maybe not so PC in today’s climate, but even today 17 years past, I get a chill telling this story and when I see people who were part of that culture we still do feel connected. And it wasn’t the image as much as the underlying energy of purpose. It was clear to me that I was in a school that believed in fidelity to one another, and in my thinking that’s the brand.

My moment in the gym goes to thoughts of branding, marketing and PR. There was a relationship, a culture, that grew from the red and white colors, the image, the school song that touches visual elements of brand. Joe Sweeney’s dramatic touch went to marketing that to me in all my interviews. I wanted that job! I wanted to be in the tribe. Finally when I became a member, I proudly told the world that I worked in one of the finest middle schools around, a PR megaphone!

I believe all of these elements combine to bring the Brand Personality of a school into focus. Seeing how these elements successfully weave a texture of trust and fidelity is part of the job of everyone associated with growing and sustaining an authentic school brand.

Angelina Jolie and the Brand

2010-01-08T13:14:00.000-08:00

I just read the headline...Anjelina Jolie gets fired for being too famous. Can your brand be too famous??? Apparently.

Well, schools don't have to worry about that as they develop their brands. More important for schools is to figure out how to inspire the community in a call to action around their brand as they develop it. Maybe a fun Friday thing would be if public schools did get so famous that they'd have to turn away students. Maybe their cool tag lines could do it...So think of a cool tagline for your school brand...or for Angelina.

Angelina Jolie.... Fame is me!

Adam Leitman Bailey Gets Results

2010-01-07T07:15:00.000-08:00

I'm in In a meeting in lower Manhattan yesterday. I'd gone to interview Adam Leitman Bailey Esq, top real estate attorney, for my book Brand-ed, and there came a point where I wanted to lean forward and say," Hey, who's interviewing whom!". But it didn't matter because the force of personal and business nature that is Mr. Bailey isn't one to be controlled by an inquiring mind. No,he is not to be reckoned with as much as one to be inspired by. I just reveled in the New York story of my hour with him. And I thank him with this post.

As one of the "Super Lawyers", he could spend his spare time on the golf course schmoozing clients, but not Adam, whom I suspect must have cloned himself to be able to live his brand as he does so intensely and successfully! The brand he carries , both personal and professional, is lived with energy and dedication, Adam Leitman Bailey: WE GET RESULTS. It's that plain and that powerful. It's not only on his website, it's his very being...he lives and breathes his brand.

This is what I want from schools, to be so focused and clear on what they are about for kids. No jargon, no bs. And I know it's hard in a changing social and political world to find authentic ways to say what makes you UNIQUE, but it's worth a try to gather people around a brand and the live it together. It can bring community and caring to new levels. it can make people excited about what they do, where they live, work and play ,and how they win in their day...and their lives. It can help everyone perform better, the ultimate goal of schools today.

And Adam personifies the dream. The need for adults from all kinds of work life to come home to kids. If people did this for school, what currency would that create. If people looked over their shoulder and reached back with any resource available to help. Even without money, returning to a school to help, a school that gave you experiences that formed you as an adult has value. I think of my own son, whose school career had many strained moments. He couldn't wait to escape! But he is now partnering with his school in a project that has mutual benefit...smiles all around, great energy, and authenticity about what schools are there for, even beyond the brief time that we spend in them as students. A brand can bring people home.

So Adam talked about the fact that few schools enlist their alumni to come home again. He's doing that in New Milford, New Jersey, and has a forward thinking school leader as a partner. He's changing lives. Adam's waking , as he said in 2008 to a group of seniors, jumping from bed and clapping his hands, ready to seize the day. And when the day includes giving to kids, we all win.

I'm wanting to clone Adam Leitman Bailey because he can't do it all. Using Brand-ed might be one way to help school thought leaders bring the Adams of the world to the steps of their schoolhouses. And having a brand that reaches them is a big part of that thinking.

Personal Branding and Gen X/Y

2010-01-06T08:01:00.000-08:00

Sitting in a meeting last night after working at my computer all day, I was lucky enough to be surrounded by a gentleman and two women asssociates, whose average age might have been 29. Absolute energy! I felt lucky as I said to be there with them. And most of the topic of the evening, aside from best deals on apartments in NYC went to developing brand, personal and professional--marketing for a business and marketing themselvesl. Because these people are an age that I could have taught as middle schoolers in my former teaching life, I was struck by the type of skills they had and exhibit daily in their NYC jobs. Much of what they demonstrated went to communication. They all were well spoken, articulate and compelling. They all had different styles...brands, that they were advancing. And each of them, at very early ages, had held a number of serious jobs already, so flexibility was evident. They listened to each other. They offered connections, all social skills that they were exercizing as part of their personal band. All skills that had obviously taken them far in a short amount of time in NYC...and would propel them further.

I'd like to approach those skills with educators as absolute survival skills for the changing workplace in the new decade. I want to do this under the thinking of Branding because I think kids would listen to that and like it...and connect to what they are growing already on their social graphs that they are creating at home out of school. Looking at common standards and mining those skills of communication, forming experiences around them for students in school is of great importance. The ability to brand oneself at a young age as a valuable commodity in a time of amazing social change is the a premier skill, and every "soft" communication skill and hard core communication skill needs to be developed. The people I met with last night will be managing the 12 year olds in a new decade. Their leadership style will be different than ours, and the people they supervise different from them...but I think branding, relationships, trust building will help to smoothe the ever changing landscape of the workplace.

Class was in session last night in that meeting...and I was being taught by a new generation. I'd like to share that view with teachers of the 2010 middle school set.

Branding for Student Achievement

2010-01-05T09:48:00.000-08:00

Are Branding and Student Achievement Related?

It may seem a stretch to connect Branding, a marketing concept, with school reform. But in my days at central offices, I was always interested in the studies about student achievement that were linked to outlier theories beyond drill and kill and attacking the standards to improve achievement. One of these outliers seemed to be the notion of trust, and the book Trust in Schools and the trust movement that developed in the early part of 2000 always held interest. Since branding is a concept that is based upon trust, my thinking as a marketer and educator is fired. Could there be a possibility that bringing a branding conversation into the educational setting help to improve student performance?

I’d like to think it’s worth talking about.

Bryk and Schneider (2002) cite growth and change as key components in the success of a school. A move to branding a school would be part of a bold change process. One of the major goals of branding is the continual building of relationships between the organization and the client. So starting a branding conversation that is aimed at client satisfaction, goes naturally to high performance. Building a brand is part of the development of a great school with high satisfaction and high achievement.

Trust is part of delving into brand. As an organizational effort, the exercise of branding the school can be a welcomed as a chance for developing trust among peers as participants.It affords the chance to contribute, listen, vision, together and build a unique brand to be presented to the public.

Trust figures into branding schools. If school improvement is powered by the genuine social and the cultural features of the school, trust is the grease that is necessary as leaders embark on new building initiatives to improve performance. The Branding initiative can lead to cooperative relations in schools. Branding is about trust. Educators forge the school brand to communicate the school’s identity. The mere process opens up the possibility for a strong base of social trust to be built among teachers, between teachers and parents, between teachers and administrators, and between teachers and students. A perfect ground for building a satisfactory environment for high performance exists through talking about the brand.

Is Your School Mission Statement a Brand?

2010-01-04T10:06:00.000-08:00

Every school’s got to have a mission statement. Are you sure?

Well, yes, we all HAVE them. But do we NEED them?

A school’s mission statement “lives” on web home pages, on the first pages of curriculum guides and on school voter materials. Everybody’s got one. But, what does the mission statement really do? What does it mean to teachers? Kids? Parents? The Community?

I know what a classic mission statement says. They all seem to say the same thing. And the “birthing process is the same. The statement is drafted by a committee of over a meeting or two. Chances are the new statement is based on the old statement. The mission statement just needs sprucing up! It gets tweaked, and the committee moves on to the next task at hand. It’s posted on the website, in guides, and all’s right with the world. We have a serious mission!

Does anyone really read this stuff?

But, seriously, there’s a better way to show what the school is uniquely about. Something that goes to an easy to share statement about the relationship the school is building as a vision.

BE a Brand-ed Educator

Most Mission statements are cookie cutter variety, a one size can fit any school statement of educational excellence. In committee when we craft these we try so earnestly to create value. Very important. They still seem so predictable and banal in content, a composition of jargon strung together with high-minded tone. How often are they read? By whom? So what’s the point?

Case in Point…

“We stress the total development of each child: spiritual, moral, intellectual, social, emotional, and physical.”

OK…what school doesn’t believe this?

“The mission is to provide each student a diverse education in a safe, supportive environment that promotes self-discipline, motivation, and excellence in learning, and to assist students in developing skills to become independent and self-sufficient adults who will succeed and contribute responsibly in a global community.”

Sure, good buzz words here: diverse, excellence, global!

We serve the unique academic, physical, social, and emotional needs of students as they change from childhood to adolescence by creating and maintaining an orderly, trusting, and caring environment where teaching and learning are exciting and students are assisted as they develop responsibility. All aspects of the school's organization, curricular, and co-curricular activities are child centered and designed to accommodate individual learning styles so that all may experience success.

Indivualized is the key here, but can we say it plainly?

AND WHAT SCHOOL WOULD DISAGREE WITH ANY OF THESE? What school wants to develop irresponsible, less than excellent product.

Mission Statements will continue to be a part of the school landscape. So let’s move on to story at hand … the brand . Working with a Brand Platform in mind, you’ll think about vision, a Brand Vision. Go beyond the Mission Statement as a way to inspire people to think about building relationships! Imagine a statement that can be spoken easily by staff to kids and parents. That helps develop relationships rather than distance. No ivory tower jargon spoken here…we’re talking brand. Capture the energy of what the school is about.

A Brand Vision can be a partner to the mission statement because it’s going to talk to relationships. It’ll be stripped down and direct. It’s active and engaging. Check out your Mission Statement and see if It doesn’t need a new 2010 partner. Then start talking about a new vision.

Meet your Mission Statement

• Study your school’s mission statement. Is there anything in the tone that makes it different from any company that offers value to customers? Is there anything that would inspire trust, that would suggest a real belief in what the school is about.

• Look at some company statements online and see the same thing. Know you can do better with a Brand Vision statement

• Your mission statement may be well intentioned, but does it say anything real to you? Every company wants excellence in service, and every school wants excellence. What school doesn’t?

• Does your Mission statement really say what the true mission is, without the pladitudes.

• Are you using “buzz words” jargon that don’t really make an impression on the reader, or get them connected, excited or even believing in what the school’s mission is. Does it sound to grandiose or removed or just plain loaded?

• Look at other schools’ statements? Are they any different?

The Mission Statement is not going to go away. It’s traditional, and people expect that schools have them. The Mission statement has value if you see it as “what we think about education”. It will be there as window dressing, so live with it. But if you are a Brand-ed Educator, start thinking about new possibilities of connecting to your community through your school’s “Brand Vision”.

Happy New Year!

2010-01-01T08:30:00.000-08:00

Be fearless...!

Why Educational Leaders Need a Brand Platform

2009-12-22T11:03:00.000-08:00

Do I Need A Brand Platform?

Building a strong brand starts with a Brand Platform. A Brand Platform is the necessary framework to house ongoing efforts that connect branding to school culture and achievement. Based on new branding terms and definitions, you’ll need to study up! Since the elements of Branding flourish with communication, let’s look to the terms and speak the language.

Be the Brand-Ed EDUCATOR….

Part of being in the tribe is speaking the language. One of the early tasks for a leader who is building a branding tribe is teaching the processes of a branded community for quick use. Employ the same definitions business created years ago and hone the conversation about your brand.

Your school’s Brand Platform will be the home for new thinking, including new language, “brandspeak” definitions.

Building a Brand Platform
Tenets for The CEO, Chief Education Officer, of Branding

As you build your understanding of branding, learn about the value of a Brand Platform. The brand platform will focus the organization on building valuable relationships, like root of branding. Once the conversation about branding begins, a platform offers a familiar framework on which to build your school brand. The platform consists of elements, new terms that help create a clear, compelling message to focus and connect every employee's behaviors toward consistently delivering the brand value. A snappy tagline or mission statement is not enough; and, most importantly, a Brand Platform must be embraced throughout an organization.

Your brand platform is designed to align the way the organization interfaces, in every engagement, with the community. It a practical, usable tool guiding all members of the organization to support the brand through their words and actions. Credibility is the most important criteria of a brand platform. Without credibility, a brand is simply reduced to an empty slogan.
At its best, a robust brand platform speaks to the school’s distinctiveness, contribution, and possibilities for making a difference in the lives of students. Credibility as a brand is woven throughout the tenets articulated in the platform. As a strategic tool, a brand platform has a wide range of appeal to connect with a broad constituency of students, teachers, staff, and management.

Scheduling meetings and creating teams around the important features of the brand platform can build familiarity with language and processes of branding that have worked in business for years.

Brand Ed: Brand Platforms for Educators

2009-12-16T07:24:00.000-08:00

A Brand Platform focuses the organization on building value-added customer relationships.

Thinking about a platform for your school branding efforts will take you in several directions as you align management on key strategies to deliver value to customers, create a clear, compelling marketing message that results in more efficient brand communications,and provide a focus on connecting every employee's behaviors to consistently deliver differentiated value.

Creating an educational brand platform that has strategic value to an organization requires a process that is inclusive, that results in genuine outcomes that are inspiring throughout the community. Website polishing or tagline or re-positioning statement is not going to make it.

A school's brand platform must be embraced throughout an organization.It will define important brand behaviors and support clear, targeted communication about the brand's promise. A brand platform is designed to provide uniformity in the way the organization interfaces, in every way,and also is a practical, usable tool to guide all members of the organization on how to support the brand through words and actions.

Credibility is the most important criteria of the brand platform, period. it a brand platform is reduced to another empty slogan that will eventually, sooner, rather than later, become irrelevant.

According to business experts, these are the 6 elements of a platform:

Brand Vision – A forward-looking statement that describes the brand in terms of its relationship with its targeted customers.
Core Values – Core values are an expression of an organization’s principles and culture and provide the foundation for living the brand.
Brand Position – The brand position pragmatically defines the brand’s desired position among competitors in the category.
Brand Dimensions – The impressions of what the organization does, the distinctive qualities it delivers in every relationship, and the consistent qualities that every client can expect in every interaction.
Brand Promise – The crucial link to the day-to-day brand impressions that are delivered by an organization’s employees.
Brand Character – A personification of the brand that creates the imagery forming the bases of consistent external marketing communication.

Build a strong brand on the inside using these elements as a guide!

BRAND Ed: A Brand New Idea in Creating a Winning School

2009-12-14T07:33:00.000-08:00

The development of new thinking, thought made visible as a finished written product, is the birthing process...and I have had three children, and written several manuscripts, school programs, grant and published a book.

So I'm not surprised that as I write, I'm getting closer to the message...and I am actually renaming it! Well, the three kids' names, with the exception of my son, Zachary, were always changing before they arrived!!

So now with a little help from far off friends.. I am now losing the MAd Ave brand....and heading to the brand that follows:

BRAND-ED and combining it with BRAND NEW...which I think is closest to what I want to say, and that can be communicated quickly for a reader...the Brand is developing. And the book proposal getting clearer...cutting away at the fog!!!

Meanwhile...saw this thinking today and like the message: The place for generations to collaborate on brand in schools includes the 2.0 landscape!

Millennials need to feel as though they are using their skills and expertise to their utmost capacity in order to be engaged in their job. Get them involved in leading the branding push to develop a 2.0 branding plan that fits into the total school brand development. They sure know it from developing a personal brand! The me 2.0 Generation!
Intern Bridge, the internship research and consulting firm responsible for the nation’s largest annual internship research project , suggests this...I couldn't agree more and will address this in my book, too!

A Tip for Taking on the BRAND: It's Necessary

2009-12-11T10:23:00.000-08:00

Branding.

Is it really necessary? Is it worth the effort spent planning, meetings, trainings ?

Business speaks to brand about a ”market share”. The education business has a market in place, They have buyers. School customers are a robust group.

Aren’t schools different? Does a school really have to find clients?

You’re An Educator...but you may have to go a bit MAD.

As a MAD AVE Principal, where you stand on the above questions may be linked to where you sit. If you are in private education, you may already have a group of ”buyers” who traditionally seek your type of educational service. If you are in an academic institution, you attract a market for advanced study and degrees. In both those settings, the competition is getting increasingly fierce for tuition dollars, Weaving a strong branding or rebranding conversation to fit the competitive 2.0 world to your existing model, can strengthen a school’s unique profile, build enrollment, increase funding.

Now, if you are a MAD AVE. principal in a public school setting, you have a captive market. You have a residential community. Most residents have children they send to you for service. Or they may choose not to. They may have opted out, and are part of the private market, even as they pay school taxes. You may be losing the highest performing students to the private educator in your zip code. Having an excellent brand can help you compete and create that profile of high achievement, and win back the hearts and minds of today’s economically strapped parents of students you want to educate. They make good customers.

So, start the branding conversation. Maybe with someone who has opted out!

Thriving with a School Brand

2009-12-10T05:56:00.000-08:00

Why Brand in Today’s 2.0 World: From Biz to School to Personal Buzz

Is it really necessary? You are thinking that.

Is it worth the effort, the time, the negotiation, the meetings, the decisions. Is it worth it?

Why build a brand for my school ? It seems to have a market in place, the school community is right there.I don't have to find customers. So why would you want to build a brand?

Brands are part of the 2.0 world today. They exist in our constant need for communication. Schools, if they are to be successful, need to recognize that the days of the solitary one room isolated school experience are gone. Ask any parent who has received a text message from a child in a classroom:" forgot $ for yearbook, come quick with $", and you will know that the communication highway is like a crazy cloverleaf that curls loops through a school's setting, culture and atmosphere. Branding is a part of school life already because of the need to manage and monitor as best as one can, the reputation of a school. A reputation for excellence. So the elevator speech for school branding that can be buzzed by all is, "Branding secures the school's positive reputation throughout the entire community ,and increases loyalty of all who touch the brand."

There is a constant need to communicate the brand promise that comes to business, individuals and schools. And each entity works on improving the brand in today's modern world in much the same way. The reason for building a branding goes beyond surviving. It means thriving.

In a poetic sense, there comes a time when remaining closed off tightly in a bud is more painful than the risk it takes to blossom. So the brand campaign is the opening of that bud . It might not even be painful. When led with intention and vision, it can be an exciting journey.

A Burn to BRAND: Thinking Branding History

2009-12-08T07:05:00.000-08:00

A Burn to Brand: Think Brand History

A school leader who launches a brand campaign to support school excellence needs to be armed with a clear reason for taking up the charge. Otherwise, the response from the ranks might sound like a Greek chorus bemoaning yet another a new leadership direction.

You’re an educator!

The key to rallying support lies in educating the potential collaborators on your team. Teach why brands will be continually important in the future, and why a 2.0 perspective is good for a school community’s ability to deliver excellence. According to every social media pundit who is writing, Tweeting and blogging today, there will be increasing interest in fueling the iconic brand of an organization with the power of complimentary personal brands that are part of the workplace. People are branding without even knowing they are, so define this behavior and connect it to school excellence and it’s an easy sell. Without a doubt, the most credible and visible educational brands stand the best chance of continued success as respected school communities in a changing educational landscape. Leaders who see the implication of branding for the development of schools are creating new organizational models for schools of the future.

A forward thinking leader looks to the next decade and the innovative uses of branding, social networking and managing the content that comes with this territory. So in the words of a heavy hitting brand, “JUST DO IT!”

But first, a look backward is in order. A little history can provide context for the move forward. Knowing something of the history of branding, the beginnings of its life in connection to markets, can help a leader present the mission of branding/rebranding to a 21st century school community. A step back into the earliest part of the 20th Century is in order before a giant leap to branding 2.0 is accomplished.

According to research, the first recognized brand is the 19th Century British Brewery Bass & Company. (Don’t count out the Vesuvium wine carafes that were found in the ruins of Pompeii, however!) And since the root of the word branding is an Old Norse term “brandr” meaning to burn, the reason for branding today, lies in the hope that the brand can ignite connection!

MAD Ave Principles:Developing Your School Brand

2009-12-07T07:04:00.000-08:00

Developing the Brand

The branding conversation a leader initiates has an overarching objective based upon building trust. A winning brand can only advance the reputation of the school, and winning brands are based on trust. Developing the brand is part of an educational leaders’ role in today’s world as it has long been for CEO’s in business. CEO’s stand behind the trust equity that have been built; and, trust has been a topic of interest in education of late. If trust is linked to accountability in schools, building a brand is needed today more than ever.

The standard test of trust in education is: “Have I kept my promises to you?

Leaders who develop a brand take an important journey that results in building a public expression of what MAD Ave calls, the “brand promise”, or the benefit that a brand will deliver, to all who connect with it. In an education, a school makes its brand promise in the same way a business makes their commitment. Solid branding assures a “buyer” a quality experience.

Educators who collectively and consciously work to create that connection to their community enhance their school’s reputation, positive identity and performance. A winning brand results! Building credibility and trust equity is something iconic brands have done for years. They build their organizational message from the inside out to assure trust in the brand is not breached. They work hard to keep the promise intact and unbroken. Sounds like a perfect plan for schools.

To do this, tangible and intangible branding elements must be developed and aligned by the school community. These elements assure that trust is part of each interaction with the educational brand. It’s a constant signal to a consumer that the school’s promised services can be believed and trusted. A parent sends a child to be educated in a school community trusting in a service. Increasing that expectation to a level of a winning brand goes to a powerful level when the collective impression of a school identity is positive to even those who don’t send children to the school. Leaders who recognize and build the intangible and tangible concepts of a brand can communicate a satisfying identity that fosters positive student achievement and a positive supportive community at large, a win- win -win.

In direct and subtle ways, a brand is developed to be lived by each member of the community. In order to create the brand, questions about who develops the concepts, how the brand is articulated, how the story is shared, and the message is delivered must be answered. How long is this brand building process, how is the brand protected once it is developed , how is the message spread in face to face and online promises are more challenges to thinking.

Sustaining a community of excellence by identifying a brand that everyone can live and promote can help educators in the “Twitter up” environment to communicate value and maintain excellence.

Branding Lessons:Understanding Branding for Educators 101

2009-12-05T10:07:00.000-08:00

Understanding branding as a managing principle can improve every educational leaders’ skill set in our modern age.

Discussions of school identity and student achievement become energized and refined to completion through the MAD Ave principle of branding. The branding concept is vital to the modern age of digital communication in our school. Facilitating branding conversations in a school community offers any school leader the chance to create powerful new discussions on how iconic branding, personal branding, online behaviors, and educational messaging can be as, Tom Friedman suggests, “mashed” for new creative organizational thinking and isible result. Using new concepts, language and frameworks of branding, a leader can present unique solutions for grappling with the always present challenge of demonstrating excellence in schools. MAD AVE principles can be the foundation.

Educators need not feel at a loss for their lack of understanding the MAD Ave principle of branding. Just because corporations have been engaging in branding activities since early 20th century, doesn’t mean that even business can adequately define branding. Branding can look like a solid concept, but today, the concept of branding morphs constantly. Ask advertising professionals to define branding and you’ll get a stock statement or some generalities. The forecast for defining branding is at best cloudy with an occasional break of clarity. Yet the branding beat goes on.

So what do school leaders need to know to take on this MAD Ave view of organizational thinking?

First, be confident. Branding is about relationships and education is based on relationship building. It’s a right fit. But, branding value may be hard to describe due to the shifting nature of modern connection that we often seem to be chasing. Today, positively connecting people and building relationships through messages, images, and content is a challenge in itself, Be aware that branding will affect the world in some small way before you even finish reading this chapter.

Second, know that this is critical. Because the powerful social media movement exists, branding is one hot topic online and offline: facebook, myspace, twitter, all create branding opportunities, the chance to affect relationships, for their users. Adopters may not understand branding, but research points to a “high”, a flood of dopemine that rushes through the user’s system when connected to social networking system of the day, interacting with relationships and brands, iconic and personal. And if the experience lends itself to credible and genuine good feeling, than the branding experience is high and a loyalty to the experience is created. Isn’t that part of what schools look for? Over 50% of those users are women. And mature women are joining these social networks at increasing rates, and branding themselves as thought leaders, entrepreneurs, and experts. Men flock to Digg, Stumleupon to create and share content particular to their interests. Where is your school community’s place in this?

Finally, we live in the world of BRANDING. We understand and use brands, and the most powerful brand going forward, beating Coke, Walmart, Nike…is Google, warehouse of the world’s thinking. Chances are you are a loyal user, and have developed a credible relationship with the king of content and you share this with others.

Rather than lament the infringement on how branding influences the way we act, buy, think, talk, and learn. Rather than see it as a hostile takeover, educators can welcome this monumental change sweeping into schools. It comes in the form of the smallest student who not only carries the PBS Kids brand on his back, but on his computer bookmarked sites where h generates new learning. Let’s welcome it in the question, “Should your teachers be developing a personal brand online as educators and selling their branded lesson plans in the marketplace?” let's open our minds and arms to embrance and understand branding as a powerful tool to create teaching and learning connections, shared language, experience and positive attitudes about WHO WE ARE as educators...and why we should be trusted to deliver excellence in service that leads to achievement.

School agendas are dense and heavy with standards and compliances. A fresh direction--a new conversation on branding can help cut through those discussions. Educational issues can be better addressed when people share a common belief in a their own educational brand and invest in building relationships within the organization that advance that brand every day, no matter what issue is on the table. Every encounter among teachers, staff and managers and with the community is an opportunity to advance the winning brand.

The educational branding conversation must move out to the public-- the customers: parents, businesses, community members and seniors in order to show the PROMISE of the school brand daily, and how is offers each group value. Each yearly budget vote can be empowered to a positive ROI if the school understands, develops and lives a trusted brand. Once a brand that has been fully operationalized, it moves into every facet of the community through all sorts of channels, social media, print, word of mouth, and positive attitude follows. The brand, the identity of the school as a unique place of achievement that offers return on the investment for the community, is then understood.

Brand of the moment: AN EDUCATION

2009-12-05T08:19:00.000-08:00

It's Saturday and I'm writing my MAD AVE book proposal to the tune of an education brand called...An Education. It is the soundtrack from a wonderful film called, yes---An Education.

The film takes place in 1961...same time frame as Madmen in the USA...and the fab soundtrack is my Brand of the Moment pick for a grey NYC day. It's a bargain at $9.99 at Itunes... The original work of Peter Englishby is woven throughout, as well as artists of the day such as Brenda Lee, Mel Torme, Percey Faith. It makes a great soundtrack for my work today. And I so loved the movie..I may have to see it again!

Why Branding LESSONS? WHY BRAND EDUCATION?

2009-12-02T07:49:00.000-08:00

Branding. It’s a buzzword, and it’s everywhere. And it’s come to education.

In fact, branding begins long before the first day of school.

What used to be called “naming” is a human being's first experience with branding. It used to be simple. The newborn arrived and depending on the sex, mom and dad give a name so as to keep things from being messy when they bring the baby home to the other family members. But now a fetus is not just named, she can be branded in utero by anxious parents holding books of best baby names, long before her arrival. Shall they name her Apple? Isabella? Rain? Mary? No—nobody is Mary anymore. Get the difference? And wait, let’s send Apple’s sonogram out on her facebook fan page for our 5,000 friends to see. The world according to branding means going viral on sonogram screens, computer screens, and on everybody’s tongue.

So what is branding? Is it just about visibility on social networks?

Branding has been with us since the early 20th launch of the Morton Salt Girl or the Quaker Oats Man. But why does it suddenly seem so urgently important today? Important enough that dancing You Tube infants, kindergarteners, my space tweenagers, and White House party crashers have all personally branded themselves for millions to enjoy in this new communication age?

Branding is a serious topic. It’s about to take over education from the inside out, and it’s in need of definition and understanding. It needs an advocate in education. From where I sit in business today, branding has a place in the marketplace that can inform schools.

Two professional journeys, one in education and one in business, produces a guide for school leaders that opens up a necessary conversation about building winning school culture in new ways through a branding campaign.

My consulting perspective is informed by careers in education and business. I bring a different lens on marketing to business types and a different perspective on education to school leaders. When asked, I say..."I've really been in business all of my life, the business of sales”. I mean I've sold "education" in a diverse marketplaces across the country to students, teachers, parents, administrators, school board members, business people, politicians and the community. They’ve been my niche market. And both experiences have shaped my thinking. Lately, I’ve expanded that thinking to branding, but branding isn’t really sales. It’s deeper than that. Aligning school programs, initiatives, and standards can be approached through a branding conversation, beyond the superficial trappings of websites, logos and taglines. Talking about branding goes beyond making a pitch.

Worlds are converging around the topic of branding. George Costanza once decried colliding worlds on TV’s Seinfeld, but I see this collision as a boon, a powerful opportunity; the chance for a new winning idea to be spread that branding education could be good for school identity and student achievement. Thomas Freidman would applaud my view as an example of his “imagination mash-up”, a new bit of thinking for business and education. If worlds are converging, a new age is dawning, and it’s not Aqaurius-- It’s the age of Educational Branding.

So let the sunshine in and the branding conversation begin.

Understanding, developing, and living an educational brand is far from an empty exercise for school leaders and their modern connected communities. This book invites thinking about the value of branding in education. It’s written to inspire conversations in small meetings, over coffee in faculty rooms, in focus groups and in professional development venues. The branding conversation belongs in schools because it links to relationship building, trust and authenticity, the very values the educational community has advanced in curriculum and standards reform in the last decades.

So let’s talk about branding. And the good news is… the branding concept comes not from Washington DC policymakers, it comes from Madison Avenue Ad men…or Madmen, and they’ve always had their finger on the pulse of what the market wants.

If you are intriguiged by the buzz of MAD AVE principles for Branding, and their application to education, read on. At the very least ,it’s a good fit for your learning and professional development. I promise you’ll will grow new denrites as it expands your thinking about business and education. At its best, the Mad Ave ideas may help you initiate a discussion tthat will improve the culture of your school, the identity of your organization and the achievement of your students.

MAD Ave principles for school “principals”? Every Tom, Dick and Harry, Apple, Rain and Mary needs to learn them today.

And You'd be crazy not to.

The Reality of The Obama Brand

2009-12-02T06:02:00.000-08:00

The misguided Michele and Tarique's excellent adventure crashing the White House dinner is a study of personal branding in the age of "reality" shows, celebrity wanna be's and balloon boys. Maureen Dowd's take from the NY Times...

http://www.nytimes.com/2009/12/02/opinion/02dowd.html?ref=todayspaper

Showing your Level 5 Ed Leadership as a MAD Principal

2009-12-01T06:34:00.000-08:00

Like it or not, Web 3.0 world has crept into every part of job descriptions and hiring of school leaders. Today's school leaders can approach innovation in this world of almost instant awareness through building a brand for their school, and at the same time build a genuine brand for themselves that distinguishes their professional value.

Jim Collins' Level 5 Leadership work fits into my view of MAD AVE Princples and my search for MAD Principals who want to introduce the ideas of branding into the conversation of school achievement and excellence.
A Level 5 leader knows meaningful organizational change on his/her leadership journey is accomplished by bringing out the best in others. A leader who takes on branding in education wants to poke at the human essence of what an organization is about and what that organization delivers in its brand promise. In fact, any principal who becomes MAD for branding possesses the capacity to be a level 5 leader. The experience of building a brand can be the training ground for level 5 leadership whose hallmark is the creativity and innovation that takes an organization from good enough to great.

Ok, some days educational managers feel like they have to don the superman or superwoman cape to face the challenges of leading a modern school, whose possibilities seem boundless due to 3.0. However, on the educational branding front, the cape...or the mantle can and should be shared.

Yes, it is the leader's vision, the leading from the front, that creates the desire for a brand that is unique and meaningful. Yet, to be at Level 5, Collins would expect one " flatten out" the challenge, and share the development of the brand. This separates the Level 4 Leader from the Level 5 Superman or Superwoman. Educational Branding development works best when the effort is launched horizontally across the organization. Leaders who draw on the talents of the many make the route from Planing the Brand to Living the Brand easier, more genuine and faster to achieve.

So start the process to being a Level 5 leader, by doing your homework. Find content you can share that can help you grow a team. Start looking to the MAD world of MAD AVE by reading and researching. Hubspot, social media today can help you on the roadthrough inspiring content that leads to confidently thinking about how 3.0, branding, and social media are a new part of your job description as a Level 5 MAD Principal on the BRANDING journey.

Don't forget to leave a comment!

Last Look Powerful NY Women of 2009

2009-12-01T06:12:00.000-08:00

http://mycrains.crainsnewyork.com/100women/

Color this brand awesome. In light of reading Gail Collins Book, as I blogged yesterday, here is a fabulous list of New York Women including Rachel Ray, of course...who are continuing to change everything!

Self Branding 101

2009-12-01T05:45:00.000-08:00

Happy December 1st NYC!

2009-12-01T05:43:00.001-08:00

New York Times Notable Books 2009 for Gifting

2009-12-01T05:37:00.000-08:00

Color this brand...BRIEF...in the Tweet Age is it no surprise that the SHORT STORY is on the rise?
http://www.nytimes.com/gift-guide/holiday-2009/100-notable-books-of-2009-gift-guide/list.html

Blogging tips that will boost your conversions - Use your keywords - iMediaConnection.com

2009-12-01T05:22:00.001-08:00

"If you want to spread the word...blog."

Description

View >>

It's Not New York, But the Brands Speak English In Spain!

2009-11-30T21:11:00.000-08:00

Sunday in New York: The Brand is Spectacular

2009-11-30T20:53:00.000-08:00

The Brand of the Moment: When Everything Changed...The Evolving Brand of the American Woman

2009-11-30T18:16:00.000-08:00

Gail Collins, the brilliant voice of OP ED in the New York Times has gifted us for the holidays and beyond...RUN, don't walk, and buy as many copies as you can of her wonderful new release, When Everything Changed, The Amazing Journey of American Women from 1960 to the Present.

Gift your daughters,your sisters, your husbands..even the ex's... your sons, all of the men in your life, with this amazing chronicle of the social and historical profile of the coming of New age 2010 for the American woman. Its entertaing and meaningful tone is irresistible ...it starts with the story of how one woman's choice to wear pants to pay a parking ticket to a narrow-minded in 1960 was a cause for media coverage.

For a baby boomer, the references are startling...I kept thinking...is that why my mother was doing that and HER mother? Is that why I did that...why I became a teacher ? And what about my daughters?

From the plains of the settlements of the earliest pioneer women to Michelle Obama, the journey of women from the Feminine Mystique to the 2008 meltdown, women have carved out a place that is deserving...and will continue. The Brand of the MOMENT...evolution!!!

MAD Ave Principles: Understand, Develop,and Live your Winning School Brand

2009-11-30T05:58:00.000-08:00

MAD Ave Principles: Understand, Develop and Live your Winning School Brand is the new working title for my upcoming book on the power of bringing Branding Lessons...MAD Ave's Branding Principles... to "School Principals", our educational decision makers. Public education's leaders have to rally communities around school excellence in an existing client base, and leaders who manage private schools, colleges, universities need to build a more connected brand to attract clients. Both camps have the same needs. They must develop a level of personal experience through positive personal interactions between the organization and its market, its client--- AT EVERY POINT OF CONTACT! As Nike, Coke and Apple attest...having a well defined BRAND can achieve this.

The best way to assure that the audience/market you have and the market that you want to attract, experience the highest customer satisfaction with your school organization's service is to become MAD. Yes,MAD, as in absolutely flaming MAD. That's MAD as in "MADISON AVENUE savvy". To do that, hit the books, well, hit my book as soon as its published!

Until then, continue to read my blog.

Today's school managers must study BRANDING Lessons to learn facets of BRANDING and the framework of BRANDING, systems that have been honed for many years by MADmen ADmen on MAdison Avenue. These ideas empower school managers to accept a new frame of mind, and ready them to lead a 21st century campaign to bring an educational BRAND to the community. A BRAND connects emotionally and intellectually to all involved. More than MARKETING, which is fundamentally different, BRANDING education is a foundational necessity in today's world. The power of BRANDING hasn't been taught to educators in graduate school.Yet in this age of shared information, having that knowledge as a leader is essential.

As I see it from my background in business and education, there are Three Phases in growth for leaders who become MAD principals:

1. UNDERSTANDING BRANDING Dedicatie yourelf as an educational manager and thought leader to building an awareness of the power of BRANDING in educational settings. Understanding why BRANDING is important and why you should care about it. This is the first step to becoming a MAD Principal.
2. DEVELOPING the BRAND:Scope out the landscape. Build the unique framework for defining, through tangible and intangible means. The organizational shift to BRANDING is something you lead, not craft in isolation. Your school community 's brand will develop in conjunction with select stakeholders.
3.LIVING the BRAND Be ready to walk the talk. Once its captured, champion the BRAND through your leadership and motivating the organization to embark on living the BRAND for success. This will make the effort genuine and successful.

So...Are you a MAD Principal? Have you done something creative, out of the box , or tangible to demonstrate your awareness of building a relationship with your community in a new way? Please Comment.. and send this post to educator friends.I'm hunting for MAD Principals.

Defining MADman Principals

2009-11-25T06:08:00.000-08:00

Creating the world of branding schools with the help of MADMAN Principles is a passion for me.

Getting feedback from my blog readers is so important to the process of developing the book, the platforms, the social networks that I believe can support new leaders as well as seasoned leaders, in their effort to use the best of marketing to inform their role as educational leader.

Are you a MADman Principal? Or a MADwoman? I'm in the process of defining this term and publishing it as a wiki, in fact. There's even a madmanprincipal.com as of yesterday!

Perhaps before the wikipedia entry becomes active, an elevator speech for defining MADman Principal is in order. I'll be developing that on the train today, as well as the WIKI.

For those interested, a MAD man of sorts...one of the developers of Wikipedia has gone into the educational video market!
http://en.wikipedia.org/wiki/Larry_Sanger

Branding Lessons:Connect Brand Personality to School Achievent

2009-11-24T12:33:00.000-08:00

Every school mission statement is earnest, serious, layered, full of parallel structure and commas in series-- and without a personality! Without a USP! In this case, USP..UNIQUE SCHOOL PERSONALITY!

Isn't that what achieving success is about? The most successful people among us show how unique they are and deliver on that promise. Look at any winner . Look across the spectrum of the human experience from entertainers, to politicians,to intellectuals; and, what do you see? You see a unique personality, one that has achieved, and one that is completely connected to the market. So why shouldn't brand personality be something that can link to conversations about school achievement? Discussions on Brand Personality and how it connects to the community audience are valuable. The personality of the brand should reflect the larger community as well, and can help to "rally the troops" around whatever the USP of a school or district brand is believed to be. The Brand Personality can concisely project the a clear vision and connection to just what the school community stands for each day. And because there might be occasional disconnects between what the community wants: a winning football team, highest test score in the state, admission to Ivy League for all graduates to name a few, A clear brand personality can be easily maintained to offset those challenges. So, beyond the jargon of the mission statement...MADmen principals need to ask themselves, what does our brand personality show about us? Do we need a brand personality facelift?

Here's one mission statement picked at random from the internet:

The mission of_________ Elementary is to provide opportunities for students to achieve their personal best, become responsible and productive citizens, and embrace lifelong learning in a safe and positive environment. OK. This part is valiant and full of nobility. It's on the website...no one ever reads this stuff, really. And then it continues....

At school, we believe:

· All children can learn.

· All children benefit from developmentally appropriate materials, practices, and strategies.

· All children deserve a quality education in which individual needs are met, exceeded, and supported.

· Social skills, such as Life skills, deserve the same attention as academic ones.

· School is not just about children: it encompasses families, parents, community, stakeholders, society, the environment and the world.

· Children must be encouraged to see the connections between new learning and prior knowledge.

· Children are more than test scores.

· Children learn best in a safe, caring environment, one that values diversity, collaboration, and risk-taking.

· Children thrive when expectations are high and self-esteem higher.

· Direct instruction of students helps to increase student achievement.

Wonderful thinking....but how do we easily rally around all that...? There's so much of it. And who wouldn't agree that all schools want great test scores and safe kids. No mission statement would say we settle for middle of the road! And let's throw in some cognitive" stuff "about connecting new learning and prior knowledge ( somebody just came back from a workshop, I'll bet!). Again...who reads this stuff? It fills up websites.

Really, when choosing a brand, turn conversations to INSPIRING your target audience... your community, not overwhelming them with education-ese. If you think about brand personality, you might find yourself connecting to the leader of the school and the district. A strong leader's personality can enrich and be a model for the intangible personality of the brand... and that's great! If a MADman principal has a strong enough agenda, vision and personal brand, the school can benefit from living it...Think of Apple. The brand personality of Apple is really Steven Job's ...and it hasn't hurt that organization one bit. And who cares about the Apple mission statement when they are have achieved such quality and are sharing their unique brand personality with millions.

Branding Lessons: 5 Tips for MADman Principals to Improve School Identity through Emotional Branding

2009-11-23T05:27:00.000-08:00

Years ago, the first time I went into the Disney store in NYC, I had tears in my eyes. Cutching my young daughter's hand, I knew she was excited. She was almost dancing with delight! But the emotion of every experience I'd had with Disney as a child welled up inside me. Inside I was dancing with delight. A lifetime of emotions for a brand. What a connection! Although research says that even the strongest brands connect at the powerful emotional level with about half of their customers, it's worth thinking about it as a Branding Lesson for MADman Principals. It's worth thinking about the subtle ways that your school's brand might benefit from genuine emotional connection to an audience. Would it benefit having the "dance of satisfactory customer service delight" about your school's services present in the subconscious minds of your community? Would you want more than half of your community to have the subliminal buzz that the school is beneficial to them? I'd say yes...and around budget time and referundum time, the answer would be a definite YES!

So a few Tips on BRANDING and Emotions. One of the best pieces on the subject is William Mc Ewan's the Power of Emotional Connection.http://www.zibs.com/mcewen.shtml

What he's learned from digging into consumer conversations can inform your next emotionally charged conversation with colleagues and staff about branding. These MADman principles come from business, but I see them with educators eyes. They absolutely relate to schools and the need to build an identity that offers an emotional connection, one that builds support for any direction the school takes to build a unique identity for student achievement:

1. Consumers' emotions aren't merely warm and squishy concepts suitable mainly for greeting cards and Hollywood movies. Emotional connections are powerful and profitable. Emotional bonds represent critical indicators of a wide variety of future positive outcomes related to achievement. Schools provide services and products. There's an impressive Return on Investment that results from emotionally engaging a community niche market - and there's a substantial cost, especially around voting, that results from disengaging them.

2. There's a crucial difference between a customer and an engaged customer. Getting schools to increase customers should never be an objective; building customer engagement should be. MADman principals can be accountable for building engagement. It's never a single factor; it's the total brand experience that determines the enduring health of a "brand marriage"in a school community. The "people" component is almost always the toughest to get right,but MADmen have the edge!

3. Every time a customer comes in contact with the school organization - with its products, stores/schools, people, visual tags, or with the stories that appear in blogs and in the newspaper - the brand relationship can be enhanced. Or it can be diminished. Brand marriages aren't static; they continue to evolve. And every change, whether up or down, has a consequence.

4. Brand relationship management isn't just a marketing challenge, nor is it a challenge that can be met solely through operational or technology enhancements. Successful brand connection management requires a passionate and empowered MADman principal , A brand champion, who leads a school-wide commitment and aligns efforts that extend across a school or district.

5. School consumers' emotions can be reliably and meaningfully measured, quantified and, more to the point, can be managed. Schools can enhance their customer connections.

As McEwen states..It's certainly not easy. But it's not really optional; it's imperative.

William J. McEwen is Global Practice Leader, Brand Managem

Branding Lessons:Branding and Gen Y: Can this Group Improve your School Brand?

2009-11-21T07:31:00.000-08:00

An interesting post for Saturday's MADMAN thinking from KIT YARROW. http://www.sfgate.com/cgi-bin/blogs/kyarrow/index

How does this information impact your building a brand that can promote a 21st century school identity?

Kit asks...

"What are young consumers getting out of their social media relationships with brands and retailers? Here are three themes that surfaced repeatedly in interviews.

Status: Shoppers feel like smart "insiders" when they learn about special deals, new product arrivals and promotions through tweets, emails, Facebook fan pages, and by visiting shopping sites like Retailmenot. The medium has the potential to create intimacy at scale. Says, Ricardo, 23, "If I have a problem I use Twitter to complain to the company. I get much better service than I'd get if I called or sent an email, which is very impersonal and they don't really care."

When marketers reward fans and followers with exclusive freebies, promotions and information they create loyalty by elevating the status of their followers.

Connection: In our increasingly fragmented and visually oriented world, people often connect with others using brands as the vehicle. It's like wearing the school colors - a way to bond and identify like-minded others. Sites that facilitate connection between consumers are beloved for more than the merchandise - it's because of their ability to create a community. Kaboodle's popular shopping site does just that, as do Facebook fan pages like Converse's where members can share photos and ideas with other fans - united by their common interest in the brand.

Connecting consumers to each other also connects them to the brand.

When I read Kit's words...I think customer satisfaction....this is a generation that is going to have a lot to do with education...as teachers...as customers...and getting thinking aligned to customer satisfaction...To create a positive INTIMACY with this community is vital. Thinking about new hires...make sure they can develop customer satisfaction, just the way they demand it it in their own lives...

Read more: http://www.sfgate.com/cgi-bin/blogs/kyarrow/index#ixzz0XVc5abVQ

Twitter According to Rosabeth

2009-11-20T22:03:00.000-08:00

http://blogs.harvardbusiness.org/kanter/2009/11/power-to-the-connectors.html

Rosabeth Moss Kantor tells it like it is in social networking Havard Biz School style.

Branding Lessons:LinkedIn a First Step to Going MAD

2009-11-20T05:06:00.000-08:00

You may know that Linkedin is a professional online network with 50 milllion onboard and growing every moment. Some use this for NETWORKING, some for jobseeking. It's an important tool for a MADman Principal to seriously approach.

As a former school administrator, I will tell you I had many conversations about the Loneliness of being the Boss. Who will administrators share with in a school? Picking up the phone to call your significant other during a stressful day, doesn't work. In this day, the other ...is at her/his own stressful job.

As an author of an networking book, I believe LinkedIn to be a great resource, especially for the occasional moments that face isolated school leader. Building a network of other professionals who are in your shoes through LinkedIn is a great value. If you are not on any of the social networks I posted earlier, get on Linked in. Establish your profile, copy and past your resume onto your home page. DOWNLOAD YOUR PICTURE..a MUST!-- and get started.

Place your schools website into your profile and search for some key words that will match your position: educator, principal, schools,etc.

Join a few groups.

Answer and create discussion questions....pretty soon you will see connections grow as you invite others. Soon you'll be invited too, and the isolation of the school administrator will not be as keen. A forum for questions, connections and content sharing will enrich any day. And INVITE ME TO YOUR EDUCATORS PARTY!

Branding Lessons:Linking Up with Social Media

2009-11-20T04:54:00.000-08:00

The 50 Best Sites for Tuning into Social Media :
http://www.insidecrm.com/features/50-social-sites-012808/

A great reference! for Madman Principals especially. Sites that follow look really important for Educational thought leaders:

Professional-Networking Sites
Sign up with these online networking communities as a company or as an individual to take advantage of recruiting opportunities, cross-promotional events and more.

LinkedIn: LinkedIn is a popular networking site where alumni, business associates, recent graduates and other professionals connect online.
Ecademy: Ecademy prides itself on "connecting business people" through its online network, blog and message-board chats, as well as its premier BlackStar membership program, which awards exclusive benefits.
Focus: Focus is a business destination where business professionals can help each other with their purchase and other business decisions by accessing research and peer expertise. Most importantly, Focus provides open, quality information for all businesses that is freely available, easily accessible, and community powered.
YorZ: This networking site doubles as a job site. Members can post openings for free to attract quality candidates.
Xing: An account with networking site Xing can "open doors to thousands of companies." Use the professional contact manager to organize your new friends and colleagues, and take advantage of the Business Accelerator application to "find experts at the click of a button, market yourself in a professional context [and] open up new sales channels."
Facebook: Facebook is no longer just for college kids who want to post their party pics. Businesses vie for advertising opportunities, event promotion and more on this social-networking site.
Care2: Care2 isn't just a networking community for professionals: It's touted as "the global network for organizations and people who Care2 make a difference." If your business is making efforts to go green, let others know by becoming a presence on this site.
Gather: This networking community is made up of members who think. Browse categories concerning books, health, money, news and more to ignite discussions on politics, business and entertainment. This will help your company tap into its target audience and find out what they want.
MEETin.org: Once you've acquired a group of contacts in your city by networking on MEETin.org, organize an event so that you can meet face-to-face.
Tribe: Cities like Philadelphia, Boston, San Francisco, New York and Chicago have unique online communities on tribe. Users can search for favorite restaurants, events, clubs and more.
Ziggs: Ziggs is "organizing and connecting people in a professional way." Join groups and make contacts through your Ziggs account to increase your company's presence online and further your own personal career.
Plaxo: Join Plaxo to organize your contacts and stay updated with feeds from Digg, Amazon.com, del.icio.us and more.
NetParty: If you want to attract young professionals in cities like Boston, Dallas, Phoenix, Las Vegas and Orlando Fla., create an account with the networking site NetParty. You'll be able to connect with qualified, up-and-coming professionals online, then meet them at a real-life happy-hour event where you can pass out business cards, pitch new job openings and more.
Networking For Professionals: Networking For Professionals is another online community that combines the Internet with special events in the real world. Post photos, videos, résumés and clips on your online profile while you meet new business contacts.

Niche Social-Media Sites
Consider linking up with one of these social-media sites to narrow down your business's target audience. You'll find other professionals, enthusiasts and consumers who are most likely already interested in what your company has to offer.

Pixel Groovy: Web workers will love Pixel Groovy, an open-source site that lets members submit and rate tutorials for Web 2.0, email and online-marketing issues.
Mixx: Mixx prides itself on being "your link to the Web content that really matters." Submit and rate stories, photos and news to drive traffic to your own site. You'll also meet others with similar interests.
Tweako: Gadget-minded computer geeks can network with each other on Tweako, a site that promotes information sharing for the technologically savvy.
Small Business Brief: When members post entrepreneur-related articles, a photo and a link to their profile appear, gaining you valuable exposure and legitimacy online.
Sphinn: Sphinn is an online forum and networking site for the Internet marketing crowd. Upload articles and guides from your blog to create interest in your own company or connect with other professionals for form new contacts.
BuzzFlash.net: This one-stop news resource is great for businesses that want to contribute articles on a variety of subjects, from the environment to politics to health.
HubSpot: HubSpot is another news site aimed at connecting business professionals.
SEO TAGG: Stay on top of news from the Web marketing and SEO (search-engine optimization) industries by becoming an active member of this online community.
General Social-Media Sites

The following social-media sites provide excellent opportunities for businesses to advertise; promote specials, events or services; and feature published, knowledgeable employees.

Wikipedia: Besides creating your own business reference page on Wikipedia, you can connect with other users on Wikipedia's Community Portal and at the village pump, where you'll find conscientious professionals enthusiastic about news, business, research and more.
Newsvine: Feature top employees by uploading their articles, studies or other news-related items to this site. A free account will also get you your own column and access to the Newsvine community.
43 Things: This site bills itself as "the world's most popular online goal setting community." By publicizing your company's goals and ambitions, you'll gain a following of customers, investors and promoters who cheer you on as you achieve success.
Wetpaint: If you're tired of blogs and generic Web sites, create your own wiki with Wetpaint to reach your audience and increase your company's presence online. You can easily organize articles, contact information, photos and other information to promote your business.
Twitter: Is a social networking and microblogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."
Yahoo! Answers: Start fielding Yahoo! users' questions with this social-media Q&A service. Search for questions in your particular areas of expertise by clicking categories like Business & Finance, Health, News & Events and more. If you continue to dole out useful advice and link your answer to your company's Web page, you'll quickly gain a new following of curious customers.

Branding Lessons:THE WORKSHOP/MADmen Principles for School Principals

2009-11-19T09:18:00.000-08:00

Branding Lessons: Madmen Principles to Build School Identity

It’s no longer the sixties, but “admen madmen” are once again flexing their Madison Avenue muscle in 21st century schools, and not just on a popular TV show.

Whether we like it or not, teachers, students, parents and community members are all subject to the influences of BRANDING in modern society, and making use of these subtle but powerful forces can positively impact school culture. Contrary to what educators once imagined, good business and good education can and should mix. What works in business can make for better education, and skillful use of the Madmen principles to create or strengthen a school wide identity can make all the stakeholders in your school more willing participants in a common cause.

Branding is not new in business, but it has now, in the current vernacular, “gone viral." And why? BRANDING is “the implied promise of quality”… And quality is what school customers naturally seek. A quality education, after all, is what promises access to the American Dream, and more so today, than ever before.

ESSENTIAL QUESTION: Can a “Madman” Principal or Central Office Leader bring new energy, language and thinking to a district culture through using BRANDING principles?

If you want to be a Madman Principal ask yourself...

Do I care how my school/district is perceived by parents, school board, teachers, students, businesses and community at large?
Do I want new ways to communicate core messages, especially for budgeting and referendums?
Do I want to create a story, put a personal face on my school community and bring it credibly to life?
Do I want to go beyond the selling of my school through its website, logo or mascot?
Do I want to be strategic about “marketing” my school’s brand in social media and through face to face engagement?
Do I want to think more creatively about the Madmen world of BRANDING: Brand Awareness, Brand Platforms, Brand Management, Brand Loyalty, Brand Engagement and Brand Leveraging?

If you answered “yes” to one or more of these questions, a two-hour Branding Think Tank is the first step toward your initiation as a “ Madman Principal”. Learn from an educator who has faced the Madness in New York City!

• If you have a brand and want to build curriculum connections in new ways…

• If you want to connect your existing brand messaging to standards and existing schoolwide programs such as character development…

• If you need to build a new brand or strengthen your school’s perceived identity across the community…

• If you welcome discussions with other leaders about bringing stakeholders together around the promise of quality in schools…

Then take the first step. Become a MADMAN PRICIPAL…and enroll in this session.

You’d be CRAZY not to.

Participants are expected to bring examples of their school brand artifacts: website, promotions, sponsorships, awards, publications, logos, etc.

A school educator and businesswoman, the seminar leader is a professional educator and intuitive marketing force. No, not Don Draper, Trish Rubin MA/MGA, a career educator who has worked as a basic skills teacher, reading specialist, literacy coordinator, college adjunct professor, curriculum coordinator, colleague teacher/coach, assistant principal, acting assistant superintendent, developer demonstrator for a nationally funded literacy program in 38 states, author of state literacy standards, cognitive coaching trainer, professional development coordinator, and USA TODAY Education’s national literacy consultant. Ms Rubin’s company, The Edventures Group Intl., is a business development consultancy that works across a wide range of issues with clients from education, business, and professional service. Her clients include schools, law firms, medical providers, retailers, entrepreneurs and small businesses. She is currently the brand manager of a 68 store chain of retail beauty stores, bath junkie. Her private client list includes solopreneurs and people in transition in business. Her book, Trish Rubin’s New York Minute for Networking is a business self-help book for creating connections. She is a professionally accredited speaker who has spoken on Wall Street and at the United Nations, Trish presents regularly to groups on the topic of building social networking skills for business. Her social graph includes linkedin, Twitter and Facebook.

Quality Time 2009

2009-11-19T08:11:00.000-08:00

Branding Lessons: MADmen Strategy for Developing a School Brand

2009-11-19T07:31:00.000-08:00

A few posts back, I spoke of the TIME factor to develop a brand. Two to Three months seems to be the window in business and for schools

After that, live with the brand. Try it out internally before you even think about moving to Marketing the brand to the community.

As I write my book, "MADmen Principles to Inform School Principals", I'm using some respected frameworks from the PR/Marketing MADmen industry to help shape your powerful message: the value of bringing branding to your school. The book will be a quick read and user friendly. It's a desktop book guide for planning meetings and discussions around the topic of branding a public school. It can serve as a roadmap for introducing a branding concept to build identity for achievement in a school. Remember, if you go this route, you will be leading a new effort , linked to "New Thought" about connecting to "clients". It's a movement that can streamline language, attitude, and action related to genuinely LIVING a school identity/brand for student achievement'

School Branding is informed by the MADmen framework, but even in its definition, School Branding is different from Iconic Branding of COKE and COACH.

"School branding is the collective impressions that a community/clients holds about the school organization's service and product built through ongoing relationships."

Questions for MADmen Principals to explore and act upon are familiar on Madison Avenue, but not as recognized on Main Street...

What is Branding?
What is School Branding?
How to Define the School Brand?
How to Determine the Objectives of Use?
How to Define the Target Audience?
What are Barriers to School Branding?
How to Create a School Brand Packaging?

With these topics in hand, be ready to be A MADman, Mr./Ms Principal

Branding Lessons: Meet A MADman Principal

2009-11-19T05:51:00.000-08:00

Someone give me a seatbelt because the ride in public education is getting pretty interesting. I've blogged about marketing, branding, looking to Madison Avenue for Main Street school vision, and even the interesting topic of teachers selling intellectual property online in the form of lesson plans. Pretty jazzy stuff.

Last night before hitting the networking trail to attend a Tribecca book launch, I ate dinner in front of the CBS news and nearly lost my plate. I now need a seatbelt for TV viewing apparently.

Why?

Well, as a Jersey girl I can say with pride, New Jersey education has some gems, and I was fortunate see one on TV, a medium that I often miss, and a medium that seems to rarely give the content I am needing.(Aside from AMC's MADmen, of course!) Last night was different. TV delivered. So, I've got a great network of school leaders in New Jersey. These are well respected heavy hitting thought leaders. All of a sudden, I'm looking at the future on my TV screen. And it's Mr Eric Sheninger, Principal of New Milford (and that's NJ, not CT.)

Mr. Sheninger is a MADman Principal; that's what I think. He may be among the first of a special breed that I know is out there in the ranks of educational management. One of the early adopters of being a MADman principal. He's rising to a level of recognition through his savvy and risk taking course of using social media as a meaningful part of high school curriculum. I'll bet the kids love it...he is so on the pulse. Bravo, Eric!

And in 8 months he has built a network of educators on Twitter who are building a brand...a relationship based upon who they are and the value they share educationally with each other. Of course, I started to follow him immediately from my own "TrishBIH" Twitter address. He has kids in seats in the hamlet of New Milford NJ communicating in 140 characters with other students, wth experts, with organizations, to grab valuable content related to their studies with the stroke of a few keys. Ok...I really need a seatbelt! I've got to see this in action. This is what education in the 21st century needs to be about the user...about the relationships we build.

So my work is about building that message for thought leaders...we all can't be on the CBS news, but we all can develop a brand that reaches our "customers" in a blink. A message that isn't captured by a website or a mission statement. I've been on the New Milford High School website and it does have a "warm quality" that other school sites may miss--and a great picture of the principal...but the potential New Milford school brand that I saw last night in the CBS report is bigger than what the website offers.I'm hoping every taxpayer in New Milford is smiling because of that segment.

I saw a brand promise in that spot that would make me move to New Milford if I had school aged kids, and if I didn't have them, I'd think that a school with that kind of vision could only increase my investment in a home in New Milford. Not only school achievement, but Branding and Economics 101 was what I saw in the report...and guess what I was talking about at the Tribecca cocktail party...it wasn't the appetizers!

Branding Lessons: A MADman Principal Tests the Water!

2009-11-18T09:32:00.000-08:00

I feel confident in my message about branding as I work on my book in NYC. I've scheduled meetings with business people and educators as I craft a useful small book for educational leaders who want to align the thinking about culture to standards and achievement in their school community. The conversations will soon be podcasts and the deepening of the topic of educationally branding a public school community can be enhanced and spread.

Many of my business colleagues like this approach of MADmen Principles for School Principals. They have definite views about how students are being prepared for a work-life future that is rapidly changing, and as the employers of people, people whose jobs will change on average 10 times before they are in their mid thirties, these business leaders want to be part of the conversation. And it isn't good guys vs. bad guys/"adguys".

SO how does a Principal become MAD..a MADman Principal? By testing the water...it's an interesting image since the visual branding of MADMAN for this season featured Don Draper who was sitting in his office with the water rising around him.

If this type of direction suits you. Think of the following as a testing of the water.

1. Do some beginning reading and research into what branding is...
2. Do an informal brand audit by looking at mission statement, logo, website...
3. Start an informal conversation in existing meetings about how a BRAND might help solve a problem at hand...
4. Learn the language of MADmen in branding through research and wikipedia...
5. Start to talk using the brand language as you start the walk...
6. Gather people who like the attitude and brainstorm about the school BRAND
7. Discuss BRAND PROMISE and what your group can deliver with a true organizational personality

If you have momentum, it's time to call me. It takes about two to three months to launch a brand campaign ...and the water may be rising in your district!

Brand of the Moment: Rigoletto Pizza

2009-11-18T09:24:00.000-08:00

Ok...I'm using my blog to educate people about Brands and marketing. That goes in many content directions: Thoughtful Content, Interesting People, and Great Branded Places...so the Brand of the Moment captures the Great Branded Places of NY or wherever I roam.

Todays's brand of the Moment is in my neighborhood. 208 Columbus Ave@ 69/70 streets. It's Rigotetto Pizza. The brand promise...THIN crust. Best imported Cheese, Best Quality ingredients. Best Price. This brand delivers on its promise to the point that it has now expanded, doubled its size. It's one of the great NY pizza destinations. I am watching calories and carbs...their whole wheat fresh tomato, no cheese pizza makes dieting EASY!!!! I'm jonesin' one this moment!!

It's about the Educational Brand Too

2009-11-17T09:42:00.000-08:00

Have a quick look at the landscape that you lead schools in....http://www.youtube.com/watch?v=sIFYPQjYhv8

Branding Lessons: Tick Tick Boom!

2009-11-17T04:32:00.000-08:00

So what are some of the questions that have bubbled up so far as you think of a BRANDING Campaign in a school setting. I'll bet one goes to TIME.

Private schools and universities have already taken up the MADman approach to developing a REPUTATION. Building a BRAND that is credible is an ROI that hooks to revenue. Public schools may see that as an offshoot of their campaign, but the primary purpose to invest TIME in such an effort is to align the internal organization with the clients it serves in a more personable and customer oriented approach. This bring positive return on investment-- Student achievement being the biggest. The goal of making everything about the kids and their success makes the question of time easy to answer. Who doesn't have time to spend for student achievement in a public school? Time Principles are important for MADmen Principals as they craft a beginning campaign to enhance student achievement through Branding.

1. Take Time to DEFINE what Branding is with the organization.
2. Take Time to deliberately mine what BRAND the school may already be living and restructure it or build it up.
3. Take Time to think about expectations of all involved with the BRAND.
4. Take Time to find the driving reason why the brand needs to be built to fill a need.
5. Take Time to find what makes the school community distinctive and unique.

The journey to developing a brand takes two to three months of meetings, of interviewing, of discussions around the existing artifacts of a potential BRAND campaign. MADMEN need to review mission sttaements, logos, taglines, websites, etc.

The path of spending time, the tick, tick, of intention to build a reputation results in a RETURN on INVESTMENT ...BOOM!

Brand Lessons: Marketing Mayhem...It's Happening Already in your Schhols

2009-11-16T08:57:00.000-08:00

Yesterday's Metro Section of the NY Times featured a story about public teacher entrepreneurs selling their lesson plans online. Some use the money to support a classroom purchase, much like a bake sale would...others admit that the money is going to mortgage payments and vacations.

It's a challenge to districts because...who owns the plans? Are they made during school time on employee time? At home time? Are they about content that is standards based and the realm of public education? Who monitors the quality of these plans? Lots of issues to resolve here. But I think it goes in the beyond the direction of Branding in schools to Marketing...sales...so isn't it interesting that teachers are sellng their intellectual property...or the school's everyday...online. It's MARKETING folks,pure and simple. And it's in your school.

So my response is to say, that's the new world of education. As my Branding thesis suggests and the song from the Tony award winning show CURTAINS says," It's a Business!" And MADmen principals know that schools are turning into business and turning a profit even without their knowledge.

Again, I want to define that the brand of a district, is its reputation. Is the brand supported by teachers who sell lesson plans online so they can take a trip in the summer? Is it supported as a bold entrepreneurial step?...something that is part of the school bradnd IF all proceeds go back to the kids' classrooms...a brand buzz around "WE make KIDS our BUSINESS "would fit!

Historically schools and businesses haven't shared common ground;at least not so overtly...YET now with the internet, social media and 24/7 access, times have changed. The MADman principal who grasps the need for BRANDING and even MARKETING in a district is on the right track to developing and yes...selling a credible reputation to a niche market..the community.

Why Branding LESSONS? Why MADMAN? A new World...

2009-11-14T07:39:00.000-08:00

I'm enjoying writing book two, and it feels like a great FIT for me.

The topic is branding as many of you know, and I'm combining my two professional journeys, one in education and one in business to create a book for educators that contributes a text for school leaders that opens up conversations about school culture in a new way. I'm using the MADmen world frame of BRANDING because the powerful social media movement exists as branding online: facebook, myspace, twitter, all create BRANDING opportunities for users. We live in a world of BRANDING. Personal Branding starts even in utero as the cartoon suggests! Ever hear today's parents tortured decision making about names for babies in this new world? They are BRANDING! SHould she be called APPLE or AMY? Get the difference?

Rather than lament this as we as educators can do to when we see monumental change sweeping into our classrooms, let's welcome branding as a powerful tool that can be used to create positive shared language and positive shared attitudes about WHO WE ARE as educators in any school district...and WHY we should be trusted to deliver excellence in service that leads to achievement.

School agendas are thick and heavy with standards and compliances. A fresh direction with a new conversation on branding can help those discussions. Hard issues can be tackled better among people who have a common belief in a brand and in building relationships within the organization; relationships among teachers, staff and managers advance the brand.

The Branding conversation should move out to the public-- the customers; parents, businesses, community members and seniors in order to show the PROMISE of the school brand daily, and HOW is offers each group value. Every yearly budget vote can be empowered to a positive ROI if the Brand of the school is understood, and once the brand has been operationalized, moved into every facet of the community through all sorts of channels, social media, print, word of mouth, positive attitude follows.

It is a brave new world for schools who brand...not at truly a mad mad world!

Brand of the MOMENT: Black Dress Traveler

2009-11-13T22:14:00.000-08:00

Wanda Mann is the Queen of elegance! She,and her Black Dress Traveller Brand, are the BRAND OF THE MOMENT . Wanda's beautiful event at Jazz at Lincoln Center couldn't have been better. I wouldn't have been anywhere, but there in NYC tonight! A fantastic private cocktail hour , bath junkie, free makeovers...and FRONT ROW Center seats for Wynton Marcelis and his Jazz at Lincoln Center Orchestra...and are these men attractive as well as talented!!! The amazing big band and jazz music of Marianne Williamson was so special. I wanted to jump from my seat in the front row to the stage and dance! Billy Jean King provided the story of each composition...I'm heading for I tunes!!!

Brand Lessons: What a Brand Promises..The APPLE Store on 67th

2009-11-13T05:12:00.000-08:00

Yesterday's last posting was about the APPLE store that will open tomorrow in my neighborhood. APPLE is a prefect example of how a BRAND PROMISE delivers. Apple expects to open 50-70 stores even in this downturn. What have they done to take such an aggressive route? They have defined the benefit they offer to the customer, the consumer develops a relationship based upon expectation, and then Apple delivers again and again. Apple users are evangelical about the brand. I was one of the many who stood in front of the blazing cube of light last evening on 67th and Broadway. As I did, I was reminded of those classic movies in black and white, where people gathered around a TV set in a store front electronics store trying to get a look at something cool on the fuzzy screen.

On Broadway we gathered in front of the towering curtain wall of glass, but what we were seeing wasn't fuzzy. It was simple elegant product arranged on white, stark , modern tables-- hundreds of MAC computers waiting to be played with, and waiting to benefit people's lives, waiting to fuel the economy, waiting to deliver on the brand promise of a hip, cool, user friendly, safe product, and always supportive face to face and online service.

As a MADMAN principal seeking to create or regenerate a brand, spend time thinking of Brand Promise. It's what we do implicitly everyday as leaders. Brand promise is about benefits and expectations and delivering results. All of this is tied to the pressure of school reform and student achievement. Making the Brand Promise part of discussions about a school culture of achievement may spark your ongoing internal effort with teachers, new and seasoned, support staff and fellow administrators.

Let's approach this as building TRUST EQUITY in the organization. If every player in this Branding Push knew exactly what the brand stood for and could articulate it and build trust daily with students, parents, the community and their colleagues, how would that Trust Equity factor improve...maybe as quickly as APPLE's has.

The bumps in administrator's roads often come when trust is broken with the customer/client. As The Chief Operating Officer, you can't be the only one responsible for achievement, for a culture of continuous learning,and a culture of respect.

Breaches of this trust happen every day in the ranks when your people don't know what the brand is or worse, care. They may have created their own brand promise with attitudes and practices that don't fit with the district's vision. Then the phone rings and rings and rings, and it's not good news.. Keeping the brand promise through action and attitude is key to building the trust that keeps the branding effort genuine and on track.

When a new hire walks into a faculty room, would you want them to be hit with the..." We don't do it THAT way", intimidating
message. That comes from operating in a vacuum, Having a strong brand promise assures that from the newest hire to the nearly pensioned, people know what they are charged to deliver, to promise...and they "over-deliver" that benefit every day. They can even be measured on it.

Trust is built through building on a brand's promise. And an exciting brand attracts the best. People flock to work at APPLE. And I haven't had a single instance where any of these employees has not delivered, and I'll bet nobody tells an APLLE new hire, we don't do it THAT way here.

Apple Store Upper West Side Opens Saturday!

2009-11-12T19:46:00.000-08:00

Ok, The Brand of the Moment is a giant... Apple !!!

The Upper West Side Apple store opens on November 14th!!! My neighborhood just got even more amazing. Alice Tully's incredible space on 66th and now the Apple store...the neighborhood is full of light from these two amazing shimmering palaces of bright light. Apple wants to open 50-70 new retail stores this year...I LOVE it...if it's 24 hours I may never sleep!!!

Brand Lessons: MADmen Principals Brand a Better School Culture from the Inside Out

2009-11-12T05:39:00.000-08:00

If you've been listening, you are getting the sense of why BRANDING, a MADmen Principle from MAD MADison Avenue, should be part of every administrator's vision for sustaining or restoring a school culture. Branding is about building relationships, knowing what you stand for, and agreement to deliver on that promise.

Doesn't sound too crazy to me. Doesn't sound like "adspeak". It sounds genuine and it sounds necessary for leaders to act upon.

Still I talk with people who think BRANDING is MARKETING, and the feel uncomfortable with that sales concept. I tell them not to worry, educators are great at marketing...selling education to the masses, standards and testing...it's all about marketing

So briefly, and if you are trying to get your head around using this branding model as part of your professional toolbox, schools need a branding model today to invigorate culture quickly. Spending time brainstorming about branding, facilitating thinking and finally clarifying a school brand is time well spent. The language and attitude that shifts positively in the process of understanding and building a brand is an end in itself. And if that's all that happens on the inside of a school organization, fine. People will recognize themselves as part of something and that impacts behavior positively from new hires to "lifers". Now when you want to Sell your built BRAND to the community...that's marketing!

BRANDING is....
an audit about what you stand for

BRANDING is ...
defining the total experience of your customer, consumer, client with your service

BRANDING is...
an action item that goes to what you promise to deliver, and people's expectations

BRANDING is...
a visual image of positive signals and your effort to make them pervasive

MARKETING is something else. When you bring your brand to the audience to sell, to the bigger stage...you are marketing. Another worthwhile endeavor. But one step at a time folks!

Branded Love...Rumi

2009-11-11T21:28:00.000-08:00

Well..For the Brand of the Moment...what I found on he wall of MAMA Mexico...a brand of love and devotion for the ancients..and at home on the Upper West side...Rumi.

BRANDING LESSONS: The " IGNORATION NATION" and BUILDING A BRAND

2009-11-11T05:31:00.000-08:00

As a former middle school teacher, I am keenly aware of the "Turn Off "factor. The challenge of keeping a 13 year old's attention...a room full of 13 year olds, in fact, has been a training ground to me as a presenter, a consultant, a writer. Add in three experiences with my own kids going through their teens, and I will set myself up, a la Lucy in Peanuts with My sign: The Doctor is in! That's why this post is here.
It's not just 13 year olds who ignore; the new age of media has shortened our attention.

So who's my niche market in my "doctor's office/blog "? The Ignoration Nation, that means anyone who feels bombarded my the" too much information age", and has tried to sift, to select, to discipline themselves in receiving information, but still comes up feeling bewildered by the proliferation of stuff to know, see, and process.

As the visual suggests, you may feel you just have had enough and are in information free fall or flight!

Well, just being a blogger smacks of contributing to the internet rabbit hole that any Alice or Alan can fall into on any day of the week, so I will point to the idea of being relevant . No this isn't a Goodle Adsence driven site.There is good content for branding here. As consumers of information we must manage the knowledge, the content, that is available. It presents a time drain, and we are time poor in the 21st Century .On the other hand, creating the best content is another challenge. How do we as brand developers get our brand message across to those who are part of the IGNORATION NATION, and could benefit from our service?

As you work toward Understanding Branding and Building a Better Brand for your Organization, here's a few touchpoints:

KNOW WHY YOU ARE BRANDING---It should be based on your need to build relationships. Don't become part of an internet "Echo Chamber" by putting out stuff that is only relevant to you or the people with whom you are working . Branding is about touching people. Marketing research says it takes, on average, 8 touchpoints to deliver brand loyalty.

CREATE A SIMPLE MESSAGE THAT HOLDS POWER---The KISS principle here. And think of the superficial trappings like LOGOS and COLORS and TAGLINES as visuals that can get people's attention. I've included the powerful MADMEN image in this posting. It's a version of he original shadow figure. Powerful visual.

CREATE VEHICLES THAT SUPPORT THE BRAND--- A short relevant newsletter, not endless text, can continue to bring the brand home to clients or customers. The direct email that gives value, a link to good information, a partner offering a discount or service. Make sure any content you use is the result of educated research, make the information irresitible in your branding campaign and your brand with ring with credibility.

As you begin to bring your winning, connected brand to your market, understand the challenges that you face. Knowing how your market gets its information and sifts this information will inform your developing brand. The IGNORATION NATION won't stand a chance against a brand that hits the mark and delivers its brand promise over and over. Just ask GOGGLE, COKE, NIKE. Last time I checked ...most people weren't ignoring them.

BRAND OF THE MOMENT: Rockys Restaurant NOLITA!

2009-11-10T19:18:00.001-08:00

The first time I went to Rocky's over a year ago, I sat next to the window facing Spring Street and was struck by the special feel of the restaurant..."This Moment is More Precious than you Think.", I remember thinking. It was the beautiful Nolita light that streams through the window during the lunch hour that led me to that thought.

And then I ordered lunch...and it was the BEST of Little Italy. How precious is that?

And a year later, I have had countless precious moments at Emma's restaurant..a true tiny gem of high quality, fresh, authentic Italian food. From freshly made soup, crisp salads, to entrees as varied as deliciously sinful pumpkin ravioli to fantastic salmon. From martinis of every exotic type, to desserts that make waiting for the end of dinner irresistible ...Rockys rules!

I've recommended strangers on the streets of Little Italy, customers in bath junkie, friends, business colleagues and family to Rockys at 45 Spring Street. It is my FAVORITE Italian in NOLITA...and even in NYC. I'm happy to tell the world because it's a brand that says...authentiic, reliable and classic. Head to Spring an Mulberry. If you are lucky you will dine next to an interesting vistor from anywhere in the USA, Europe or Asia...and if you are really lucky, Emma will make you an Espresso Martini to die for!

As a brand, Rocky's stands tall over the choices in Little Italy. Homey, comfortable, welcoming....that's the Rocky's brand...Enjoy! And tell Emma Trish sent you.

Trish's Most Recent Interview on Radio!

2009-11-10T06:21:00.000-08:00

Jim Blaisingame interviews Trish Rubin about Strategic Partnering in business!

http://zaicast.smallbusinessadvocate.com:8000/media/jbsba/2009/11/20091104-B.mp3

Sliced Bread Marketing...Ted Conference with Seth Godin

2009-11-10T05:51:00.000-08:00

Thanks to the fantastic Mike Blumquest, my former USA TODAY colleague!!!! Marketing never felt sooooo good. People who Spread ideas...WIN in business, in schools.

Check it out http://www.youtube.com/watch?v=xBIVlM435Zg

Seth Godin: Sliced bread and other marketing delights
Source: www.youtube.com

Branding Lessons: A Logo Does Not a Brand Make

2009-11-10T05:13:00.000-08:00

Looking at the shadowy figure in this post should create an emotional tug for anyone who is a fan of the series MADMEN. It's the logo without the words MADMEN and yet, you are "getting it". You get the message about sexy cool, competition, biz, and all that the show creates each Sunday night when it's on AMC. If I add text, and it says MADMEN, then others who are not as familiar can join the get it club in a New York MINUTE> That's what a logo does. It creates instant recognition of what a product or service is all about. I work with a national retail chain called bath junkie. It's not as well known as MADMEN, but it has its market that it meets online and in print through its brand. I've placed their brand logo in this post. It's colors are the same as MADMAN logo...but the feel of the brand is different. It suggests playfulness and beauty. Not what the shadow figure suggests.

So why should schools care about this?

Most educational entities have a logo, a mascot, a website, a newsletter. THESE ARE NOT THE BRAND. They are all necessary and important to the brand expression, but it's incorrect to assume that you can check off branding as a school leader because you have a classy website. It's a mistake to not value it as part of you responsibility to lead. The associations your customers make from the brand and what the logo stands for...and how it connects to their personal beliefs are what you mine when you take on a MADMEN Principal Personna....and as you do you are beginning to brand yourself as a leader in new ways. How cool is that?

SO let's not debate, allow me to educate.

Every forward thinking school leader needs to develop a school brand beyond the "superficial signals" to the community by going deeper into understanding the BRAND PROMISE, and working to consistently build new channels to share with the entire school community . The result, the ROI return on Investment ,will create a culture of energy, pride, responsiveness and yes,customer service, around that promise. Having the right language and a consistent attitude around the brand will smooth the way in building all sorts of relationships within the school community.

Branding isn't a logo or a tagline. Leaders need to go further to build a responsive brand in schools. You'd be crazy not to.

Bar and Books...Winning Brand of the MOMENT

2009-11-09T15:27:00.000-08:00

My BRAND of the MOMENT Winner for today....because as De Le Vega says" This moment is more precious than you think," is...
Bar and Books, and the brand speaks of the ultimate civil spot in the city...a place for grown ups!! I have heard of this wonderful warm inviting spot...actually, they have three locations in NYC. I strolled by Beekman on Saturday night and was taken immediately by its style, elegance and yet..."un-- intimidating " feel...intelligent without being stuffy.

And check out their website for details of a far away location to dream of visiting...the website is so coooollll. Anyone who puts Sergio Mendes and Brazil 66 rendition of Mas que Nada on a site has my VOTE!!!!! www.barandbooks.com

I'm gather a group to go after Thanksgiving...I am writing my second book on Branding and need a LAUNCH...a pre pub launch!! Who wants to join?

Personal Branding: Body Image

2009-11-09T06:47:00.000-08:00

In my thinking as I write my second book about branding, I'm interested in the elements of personal branding.Body image seems to be a major part. The positive buzz of feeling good..of living life in a healthy and attractive package is an instant connection to confidence for the most part.

This UK article from Fit map strikes a chord for me on the topic of being Healthy, Comfortable in your skin, with a beautiful result.
http://www.thefitmap.co.uk/weight/diets/start/body-image.htm

Monday Madness "Go to "Song

2009-11-09T05:55:00.000-08:00

Check out my book, Trish Rubin's New York MINUTE for Networking for more connected Monday Morning Tips, like the Go To Song!!!

Monday Monday

2009-11-09T05:42:00.000-08:00

OK New York...it's MONDAY...and yes, the Giants lost again last night...But we did have a PARADE here on Friday...and think of the poor Philly fans...spanked by the Yanks and paddled last night on National TV by the COWBOYS...aaarrrggghhh! Philly is a much worse place to wake up today than NYC.

So start your MAD MAD Monday off with a few tips....

Monday mornings are a bear. Going to bed early on Sunday night doesn't always help because most people will remain awake until their usual bedtime. I watched MAdmen, the NFL game...and was depressed enough to crash!!!

Hop out of bed the moment you wake up on Monday morning.It helps to set an alarm all the way across the room for Mondays!

End your shower with a jolt of cold water to tear yourself out of your grogginess...and great for the hair, ladies...helps the shine!
Use a bath junkie walnut scrub fragranced with SNOWSTORM to help with the wake up call.

Get out in the sunlight. Walk instead of subway when you can... Bright light tells your body that it is indeed the morning and helps reset your internal clock.

Drink coffee or another caffeine beverage. Although it's not healthy to drink caffeine to the point of addiction, caffeine, when used in moderation, can give your Monday mornings . Do not stop at Spring Lounge in Nolita for an Irish Coffee...that doesn't count.

Use the Power of Music...charge the Ipod...create a Mad Monday Morning Mix!!! A New York MINUTE BAthroom Boogie will get you goin!

Branding Lessons: Mining the Emotional Trigger to Define School Identity

2009-11-09T04:45:00.000-08:00

Say Disney. Say NIke. Say Tiffany. Say Godiva. Now sit back and feel the magic. One of those brands or more than one has immediaely created an emotion in you.

Say Enron. Say Bernie Madoff.Say Bear Sterns .See the difference?

So If you are still wondering why you should care about understanding branding as a school leader, repeat the above exercise. See if the result doesn't lead you into valuing the power of branding and learning more about MADmen principles. See if you can think of brands, business or personal brands, that carry split second emotional response. They hold brand triggers. research says it takes about 9 seconds to know whether we want to engage with someone in face to face situations. Knowing if we want to engage with a brand though logo recognition is even quicker.

Say Paris Hilton. See what I mean?

If a school organization becomes more attuned to the market that it serves, it can use that awareness to create the school brand as an emotional trigger that promotes brand loyalty. Your chosen brand therefore, must not be taken on lightly. It must be a genuine match to the organization. It must be more than the logo. It must go immediately to a promise. The development of the brand should be intentionally mined over at least three months, so that when the process of BUILDING the brand is begun, the implied promise that the brand suggests will be easier to demonstrate, especially around key decision making times in a school calendar.

Branding is an implied promise. Getting the buy in from the community of teachers, students parents and administrators as they brand in developed is key. Going beyond the commercialization of schools, the emotional connection each of the groups has to the brand can make the promise easier to deliver. In schools, even more than in business, I think a key to finding a trigger is to mine the question, "Why do I like being here?" As a student, as an employee, as a homeowner...the question gets to emotional connection that can be the foundation of early talks on building the school brand.

MADMEN Closer

2009-11-08T21:47:00.000-08:00

It was a particularly wrenching closer. The sight of the Sterling Cooper phoenix in the luxury hotel room where their new madmen world is being born as Drapper's world is in meltdown...I'm not sure I can watch this one again...even for research purposes.

Outliers.... Success Stories from Malcom Gladwell

2009-11-08T19:10:00.000-08:00

What is an ''outlier''? According to Malcom Gladwell, it's a superachiever, He focuses on Bill Gates, The Beatles, and other super successes. What makes them different?It's not just mere talent,.Gladwell makes interesting and compelling reasons for success....I loved the 10,000 hour rule myself! His investigation of birthdates and legacy and opportunity goes from simplest to complex...why are Asians good at math? He offers a persuasive reasoning...

His writing is storylike yet with teeth of fact and data. It's a great read from the author of Blink and the Tipping Point...I couldn't put it down!

In a City of 26,000 Places to eat...Vesailles!!!

2009-11-08T06:35:00.000-08:00

As Danny Meyer, restauranteur star says...26,000 place to eat in NYC...!

But if you want new, elegant catering for One or 100, check out Pierre Lion's new effort Versailles1983. He adds a touch of affordable class to your dining experience! And they deliver throughout most of Manhattan.

I'm writing book two, so I'm at home more..I need a Pierre plan!!!

http://stores.versaillesdelivery.com/-strse-template/hoursanddeliveryoptions/Page.bok

Danny Meyer, Dr. Bob and Trish

2009-11-08T06:33:00.001-08:00

That's right, 26,000 restaurants...and I'm with the boss at Tabla!

Versailles1983 is Paris in Soho

2009-11-08T06:26:00.000-08:00

In a city with 26,000 options for eating according to Danny Meyer, restauranteur to NYC's most educated palates, we now have a wonderful new choice. Pierre Lion's Versailles1983 catering company....if you want to feel pampered without spending LOTS of money in the process, check this newcomer out:http://stores.versaillesdelivery.com/-strse-template/hoursanddeliveryoptions/Page.bok

And he delivers throughout most of Manhattan!!! Welcome to NYC Pierre!

Branding Lessons: Build School Culture and Identity with Branding

2009-11-08T06:15:00.000-08:00

You're an educator and you are starting to think about branding. Of course, you can't help but do this. When I am asked in business settings about my ability to work within the business community, since my perspective is informed by education, I simply smile and say..."I've been in the business sales all my life. I've sold "education" to a diverse marketplace: students, teachers, parents, administrators, school board members and the community."
So today, with my sales perspective, I'm traveling the country speaking to educators about the common ground of educators and business people. The ground of selling and living a BRAND for ROI in education.
Let's capture one Branding definition to work with. Branding is a total experience for the user that is based on relationship. It's more than a logo or a tagline.
If we lead with that principle, then as educators, we should feel a good fit. Education is about building relationships. Educators work hard to do honor that, and have their own tools that make this harmony of relationship building happen everyday in schools. SO with that in mind, can a school culture be created through strategic understanding and a champaign to advance a brand? Can this result in brand loyalty among students, teachers, parents, administrators, board members and the community?
To define what education is today is as challenging as defining what a brand is. There are many ways people try to define both, and branding is in essence solid and changing at the same time. That is true for education as well.
The way to make connections right off the bat is through CULTURE. Branding tenets that are from Madison Avenue's hallowed halls are perfect tools to develop language and attitude for building CULTURE across the diverse market for education. The beginning of the work lies in the understanding that branding is based in an implied promise. In schools, the promise is achievement. Savvy principals today can be Madmen...or women leaders by applying Madison Avenue tools to include branding, some marketing and a dash of social media to create culture that feeds a loyalty to the organization. Madman Principles? They work. And you'd be crazy not to try.

About the Author
Ms. Rubin is the president of the Edventures group, a NYC based consultancy that helps individuals and organizations grow though marketing, branding and networking services.

Branding Lessons: Build School Culture and Identity with Branding

2009-11-08T06:12:00.000-08:00

Branding Lessons: Brand Language for Districtwide Achievement

2009-11-08T06:03:00.000-08:00

o if you are reading this, you are thinking of repositioning your personal brand before you take the lead on re-branding your school. Step One, and that's a good direction. Get comfortable with the idea that you are gong to live the Madman brand as you lead the push toward a community-wide living of achievement that your district stands for every single schoolday, not just on the budget voting day. Your personal brand overhaul will include your image and actions related to being a brand manager, and a Madman principal.
My hope for you is that you will spend time researching business topics that are devoted to brand understanding. That's your focus as you start. For you to learn your branding lessons, and for you to teach them to others, you'll need to do the work of mining what's out there in the world of Branding. Find what you can hook onto, what resonates, and like coming to a foreign country, learn the language and understand the attitudes that are present in this new world.
There is truly a language of" BRANDSPEAK", and as I develop my branding lessons, I will define the best use terms and coach you into making connections from business applications to school use. It'll be easy, believe me.
If you've read my previous articles, you know that Branding as a term is open to discussion, and that Madmen admen still quibble over the meaning. Fo my purposes, I want my readers to think RELATIONSHIP BUILDING as paramount to understanding Branding. Yes, it is a total of positive experience that people have with a service or product. Any yes, it is built on reputation and positive delivery of the service or product. Above all for me it is about relationship building. That's why branding is not a solo push, but an effort tied to marketing and networking as you go forward.
Here's some of the BRANDSPEAK terms that I promise to define for you in future pieces. Brand Promise, Brand Platform, Brand Loyalty, Brand Messaging, and Brand Engagement to name a few. All of these frameworks gather around a tenet related to communicating with your diverse niche market that exists in your school district. And here's the tenet...To be a Madman Principal ...Think NICHE MARKET.
Think customers and begin your branding lesson by finding out how your school/district is perceived by parents, school board, teachers, students, businesses and community at large. Think about the LANGUAGE, the BRANDSPEAK that you must know, and genuinely embrace so that you can talk the talk of Branding. Knowing these elements will bring an attitude to your work that helps you walk the walk as a brand manager, a Madman school principal. Now, think about how you going to launch a branding campaign that will make relationships with each of these niche markets, and remember that each market is different, yet they must exist under the same brand . It's your job to build relationships with all your customers powerfully enough to advance your school brand for positive return on your investment...ROI!

About the Author
Ms Rubin's is a NYC based consultant who helps individuals and organizations grow through branding, marketing and networking services. She is a speaker and author of Trish Rubin's New York MINUTE NETWORKING

Brand Lessons: Build School Culture and Identity with Branding

2009-11-08T06:00:00.000-08:00

ou're an educator and you are starting to think about branding. Of course, you can't help but do this. When I am asked in business settings about my ability to work within the business community, since my perspective is informed by education, I simply smile and say..."I've been in the business sales all my life. I've sold "education" to a diverse marketplace: students, teachers, parents, administrators, school board members and the community."
So today, with my sales perspective, I'm traveling the country speaking to educators about the common ground of educators and business people. The ground of selling and living a BRAND for ROI in education.
Let's capture one Branding definition to work with. Branding is a total experience for the user that is based on relationship. It's more than a logo or a tagline.
If we lead with that principle, then as educators, we should feel a good fit. Education is about building relationships. Educators work hard to do honor that, and have their own tools that make this harmony of relationship building happen everyday in schools. SO with that in mind, can a school culture be created through strategic understanding and a champaign to advance a brand? Can this result in brand loyalty among students, teachers, parents, administrators, board members and the community?
To define what education is today is as challenging as defining what a brand is. There are many ways people try to define both, and branding is in essence solid and changing at the same time. That is true for education as well.
The way to make connections right off the bat is through CULTURE. Branding tenets that are from Madison Avenue's hallowed halls are perfect tools to develop language and attitude for building CULTURE across the diverse market for education. The beginning of the work lies in the understanding that branding is based in an implied promise. In schools, the promise is achievement. Savvy principals today can be Madmen...or women leaders by applying Madison Avenue tools to include branding, some marketing and a dash of social media to create culture that feeds a loyalty to the organization. Madman Principles? They work. And you'd be crazy not to try.

About the Author
Ms. Rubin is the president of the Edventures group, a NYC based consultancy that helps individuals and organizations grow though marketing, branding and networking services.

MADman Principles can Build School Culture

2009-11-08T05:59:00.000-08:00

u really have to be excited about possibility to work in education. You really have to be excited about possibility to work in marketing and branding. That's not a misprint. There's not an echo. Contrary to what business and education once thought, these two systems have a lot in common. It's really exciting to think about that in today's new economy. Can Mad Men PRINCIPLES of marketing and branding inform school PRINCIPALS, the men and women who are the CEO's of school culture and Identity?
It's not the sixities anymore, but "admen madmen" are flexing their practiced Madison Avenue muscle in 21st century schools, and not just through a popular TV show. And their stylized tenets can become power tools in the hands of school leaders who want to create powerful conversations about the branding and selling of the brand to school customers: kids, teachers, administrators, school board members, parents and the community.
Whether we like it or not, teachers, students, parents and community members are all subject to the influences of BRANDING in modern society, and making use of these subtle but powerful forces can positively impact school culture. Contrary to what educators once imagined, good business and good education can and should mix. What works in business can make for better education, and skillful use of the Madmen principles can create or strengthen a school wide identity, and can make all the stakeholders in your school more willing participants in a common cause. Branding is not new in business, but it has now, in the current vernacular, "gone viral." And why? BRANDING is "the implied promise of quality"... And quality is what school customers naturally seek. A quality education, after all, is what promises access to the American Dream, and more so today, than ever before. So here's an ESSENTIAL QUESTION to ask yourself if you are an educational leader: Can a "Madman" Principal or Central Office Leader bring new energy, language and thinking to a district culture through using BRANDING principles? If you want to be a Madman Principal ask yourself... Do I care how my school/district is perceived by parents, school board, teachers, students, businesses and community at large? Do I want new ways to communicate core messages, especially for budgeting and referendums?
Understanding the need to bring BRANDING conversations to the school organization may be new thinking for public school educators. Its time has come. Universities and private schools have gotten on the branding train, knowing that BRANDING is "the sum of all user experiences with a product/service, building both reputation and future expectations of benefit" according to brand expert, Jason Miletsky. Logos and taglines only scratch the surface of developing an emotional connection to consumers.
Step One in the Conversation is the Understanding of what branding is and its value to building school identity. It's time for schools who are part of a global society of social media --and who educate students in navigating life through building educational skills...building a personal brand--to think about how Madison Ave Mad Men strategies can help schools. Mad Man Principles for Principals?...you'd be crazy not to begin the conversation.

About the Author
Consultant, Speaker and Author, Trish Rubin helps individuals and organizations grow through an intuitive mix of Networking,Branding and MArketing services.

Blue Water Grill Service Lessons

2009-08-27T09:18:00.001-07:00

I was reminded about how fragile good customer service is sitting at the Blue WATER Grill last night at about 10.30pm n Union Square, of one the best retaurants in the area was were we were sitting...well when we FINALLY got to sit.

In my work with retail clients I'm proud to be a part of supporting orgaizations that give superior customer service, like bath junkie.It makes all the difference to make it work for the customer...whatever it takes!

Last night...the greeting my party of 5 got from a disinterested hostess, set the tone. We'd had dinner at a fantastic place nearby Japonaise, where the quality of service was so fantastic! We decided to move on for dessert and after dinner drinks. The Blue Water was pretty empty, two out of twenty tables were ccupied in the outside section where we wanted to sit.

For the life of us, we couldn't persuade the hostess to seat us anywhere except the bar...which is not comfortable for coffee lots of desserts and drinks.

This is a recession...and we are spending money...and we are professional people...but nothin doin!

After persuading the bartender, we were seated finally outside...and about 10 minutes later were given menus.. with an attitude of less than graditude for our choosing the restaurant...

Whoever is training staff there needs to give these service providers some brushing up lessons on customer service...all I know is, I will stay across the Square next time. ..and enjoy the customer service through dessert at Japaonaise!

I am my Brand...a Curriculum

2009-08-26T10:34:00.000-07:00

I've been asked to do a speaking engagement for a wide ranging group of business participants. In the conversation, my contractor was concerned about talking with people who weren't in the sales dept. about "Branding".

Today, the idea of a brand starts way, way before we are part of a company and pick up a paycheck.

It starts almost in the cradle with a name that may brand a child. Kids on Myspace are in the business of developing a personal brand each time they tweak their pages!

We are all living in an age of personal branding when we can record our smallest actions on a twitter post " Am oogling hot guy in Starbucks, yummm!" suggests a personal brand that goes out as skywriting into cyberspace.

In business, I consult with people to build a business brand which is connected to his or her personal core. We talk about articulating from our gut, our heart, our core to portray who we are. We clarify what that means for others,and we create language and images that show the authenticity in a brand.

I'm suggesting as the school year begins, that their is a real need to talk about BRANDING in schools as part of the communications curriculum and standards. It's important to do that with children who are unconsciously in the brand biz as the work, some for hours, on social networking sites.

It's a necessary part of professional development for teachers...and young teachers especially can lead the way. They may be rookies in the classroom, but they have lived--and tweaked their brands as early adopters of social networking.

Take Back the Beep!

2009-07-31T05:26:00.000-07:00

From: NYTimes.com
Date: July 30, 2009 1:10:24 PM EDT
Subject: Personal Tech: The Mandatory 15-Second Voicemail Instructions
Reply-To: nytdirect@nytimes.com

Personal Tech
The New York Times Thursday, July 30, 2009
----------------------------------------
- From the Desk of David Pogue -
----------------------------------------

The Mandatory 15-Second Voicemail Instructions
By DAVID POGUE

Last week, in The Times and on my blog, I've been ranting
about one particularly blatant money-grab by U.S. cellphone
carriers: the mandatory 15-second voicemail instructions.

Suppose you call my cell to leave me a message. First you
hear my own voice: "Hi, it's David Pogue. Leave a message,
and I'll get back to you"--and THEN you hear a 15-second
canned carrier message.

* Sprint: "[Phone number] is not available right now. Please
leave a detailed message after the tone. When you have
finished recording, you may hang up, or press pound for
more options."

* Verizon: "At the tone, please record your message. When
you have finished recording, you may hang up, or press 1
for more options. To leave a callback number, press 5.
(Beep)"

* AT&T: "To page this person, press five now. At the tone,
please record your message. When you are finished, you may
hang up, or press one for more options."

* T-Mobile: "Record your message after the tone. To send a
numeric page, press five. When you are finished recording,
hang up, or for delivery options, press pound."

(You hear a similar message when you call in to hear your
own messages. "You. Have. 15. Messages. To listen to your
messages, press 1." WHY ELSE WOULD I BE CALLING?)

I, the voicemailbox owner, cannot turn off this additional
greeting message. You, the caller, can bypass it, but only
if you know the secret keypress--and it's different for
each carrier. So you'd have to know which cellphone carrier
I use, and that of every person you'll ever call; in other
words, this trick is no solution.

These messages are outrageous for two reasons. First, they
waste your time. Good heavens: it's 2009. WE KNOW WHAT TO
DO AT THE BEEP.

Do we really need to be told to hang up when we're
finished!? Would anyone, ever, want to "send a numeric
page?" Who still carries a pager, for heaven's sake? Or
what about "leave a callback number?" We can SEE the
callback number right on our phones!

Second, we're PAYING for these messages. These little
15-second waits add up--bigtime. If Verizon's 70 million
customers leave or check messages twice a weekday, Verizon
rakes in about $620 million a year. That's your money. And
your time: three hours of your time a year, just sitting
there listening to the same message over and over again
every year.

In 2007, I spoke at an international cellular conference in
Italy. The big buzzword was ARPU--Average Revenue Per User.
The seminars all had titles like, "Maximizing ARPU In a
Digital Age." And yes, several attendees (cell executives)
admitted to me, point-blank, that the voicemail
instructions exist primarily to make you use up airtime,
thereby maximizing ARPU.

Right now, the carriers continue to enjoy their
billion-dollar scam only because we're not organized enough
to do anything about it. But it doesn't have to be this
way. You don't have to sit there, waiting to leave your
message, listening to a speech recorded by a third-grade
teacher on Ambien.

Let's push back, and hard. We want those time-wasting,
money-leaking messages eliminated, or at least made
optional.

I asked my Twitter followers for help coming up with a war
cry, a slogan, to identify this campaign. They came up with
some good ones:

"Where's the Beep?"

"Let it Beep"

"We Know. Let's Go."

"Lose the Wait"

"My Voicemail, My Recording"

"Hell, no, we won't hold!"

My favorite, though, is the one that sounds like a call to
action: "Take Back the Beep."

And here's how we're going to do it.

We're going to descend, en masse, on our carriers. Send them
a complaint, politely but firmly. Together, we'll send them
a LOT of complaints.

If enough of us make our unhappiness known, I'll bet they'll
change.

I've told each of the four major carriers that they'll be
hearing from us. They've told us where to send the
messages:

* Verizon: Post a complaint here: http://bit.ly/FJncH
http://bit.ly/FJncH
.

* AT&T: Send e-mail to Mark Siegel, executive director of
media relations: MS8460@att.com
mailto:MS8460@att.com
.

* Sprint: Post a complaint here: http://bit.ly/9CmrZ
http://bit.ly/9CmrZ

* T-Mobile: Post a complaint here: http://bit.ly/2rKy0u
http://bit.ly/2rKy0u

Three of the four carriers are just directing us to their
general Web forums. Smells like a cop-out, I know. (As for
AT&T: Props to the guy for letting me publish his e-mail
address! Hope he knows what he's in for!)

Yet all four carriers promise that they'll read and consider
our posts. And we have two things going for us.

First, I have a feeling that the volume of complaints will
be too big for them to ignore. To that end, I hope you'll
pass these instructions along, blog them, Twitter them, and
spread the word. (Gizmodo, Consumerist and others have
agreed to help out.) And I hope you'll take the time to
complain yourself. Do it now, before you forget.

Second, we'll all be watching. I'll be reporting on the
carriers' responses. If they ignore us, we'll shame them.
If they respond, we'll celebrate them.

Either way, it's time to rise up. It's time for this crass,
time-wasting money-grab to end for good.

http://www.nytimes.com/2009/07/30/technology/personaltech/30pogue-email.html?8cir&emc=cir

..................
Visit David Pogue on the Web at DavidPogue.com
http://www.DavidPogue.com?8cir&emc=cir
..................

What if Networking!

2009-07-30T20:31:00.000-07:00

What If Networking is Launched

Writing a book on networking has brought me great connections and result, so it seemed a natural progression to actually be the one to produce networking events, instead of the one to attend them!

More than a year ago, I tested the waters with my first brand, a woman’s networking event, for professional women. I called it Backwards in Heels after the famous quote by Anne Richardson, feisty former governor of Texas, who said that Ginger Rogers was a woman’s hero because she did everything her partner…a man did…BUT she did it BACKWARDS AND IN HEELS! Very empowering! And yes, as I look at my 4th event in September on the horizon, and the requests I have had from UK, the west coast to go Backwards in Heels there, I know it’s an important networking brand that appeals!

Without missing a beat, I turned my attention to another market…the breakfast networking circuit! Now, I must tell you, I am a BNI flunkie…and so I actually designed another networking event with a feisty irreverent twist… so not BNI!!!I wanted to take elegance and turn it on it’s ear. I have done so with Trish Rubin’s Breakfast Network MORNING SING! With the sponsorship of Steinway & Sons and bath junkie, I have produced a unique event, powered by Betsy Hirsch of Steinway and vocal teacher, Ingrid Saxon. And we are up for our 4th Sing on August 27th!

SO why stop there??? To create the buzz of people meeting people, which I get the biggest kick out of…to assure that my mission is advanced…to connect all the best people in NY to all the best people in NY, I have added to my networking string of pearls and have developed a collection of branded, networking events that will meet a variety of needs and styles…all under the brand Trish RUBIN’s What if Networking!

Check out www.whatif networking.com

Barter networking events, speed dating and networking events are part of the collection…and more will come!

Check Out "PIZZA MAN" for Affordable SPICY THEATER in NYC

2009-07-18T06:42:00.000-07:00

From my producer friend...Susan Rankus!

Hello friends,
>
>
> We have a smashing play coming up in just 3 days: Pizza Man!
>
>
> This play is hilarious and dark. It makes you laugh uncontrollably then
> smacks you upside the head which gives you the strange sensation of laughing
> even more. (Don't worry, only the actors will be the ones literally getting
> smacked.)
>
>
> We like this play because it's extremely entertaining, but also because
> these endearing, corky mal-adjusted characters bring up some very important
> questions about love and sex, finding success and gender identities.
>
>
> We pose the question, then you get to go home and decide what you truly
> think. That is theatre at its Brechtian finest.
>
>
> Oh, and the playwright Darlene Craviotto is tweeting about us (it's tweeting
> and not twittering, right?!). She wants everyone to see our show. And to
> know it's Pizza Man, not "The" Pizza Man. It's an L.A. pizza chain thing.
> ;)
>
>
> ULU Theatre Collective Presents
> Pizza Man
>
>
> Begin with one woman on the verge of a late-twenties breakdown, whisk in a
> neurotic roommate; pepper with broken hearts. Knead in one cocky pizza man,
> bake at 400 degrees, and watch the hilarity sizzle in this laugh out loud
> dark comedy by Darlene Craviotto.
>
>
> Directed by Bricken Sparacino
>
> Staring: Sam Albertsen, and Susan Rankus, Hannah Wolfe,
>
> July 19th @ 5:30pm
>
> July 21st @ 8:00pm
> July 24th @ 5:30pm
> July 26th @ 2:00pm
> July 30th @ 6:30pm
> July 31st @ 7:30pm
>
> USE Code: PIZZ for $15 tickets!!
>
> Purchase tickets here: https://www.ovationtix.com/trs/pr/661045
>
>
> More info here: http://ulutheatre.wordpress.com/
>

The SUMMER SING @STEINWAY...AUGUST 27th

2009-07-17T15:59:00.000-07:00

Mark your calendars..August 27th will mark the 4th...yes 4th time Steinway has partnered with Trish Rubin's Breakfast Network Morning Sing...'m just out of the first planning meeting..BUT there will be a surprise about the event soooooo...stay tuned!!!