REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Beyond brand recognition One sure sign of a powerful brand is when it becomes part of the vernacular. How many times a day do you say, “Let’s Google it?” When you cut your finger, you don’t reach for an adhesive bandage, you grab a Band-Aid. If you’re wondering how this principle can apply to institutions, take a look at the viewbook above. Our themeline, “Being Gilman,” originated in a conversation between a coach and his athletes. The coach encouraged his players to ask themselves if they were “being Gilman” by embodying the school’s values. Is your brand strong enough to make a similar transition?

Contributed by Halley and Brenda

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