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BrandED: Tell Your Story, Build Relationships, and Empower Learning
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Review
Advance Praise for BrandED “Eric Sheninger and Trish Rubin provide a great read for all concerned with taking education to the next level in a competitive, digitized social media world. The time is now to learn how to brand yourself and your organization to unleash the power of your story. If not someone else will, and your school or district may suffer because of it! Thank you Eric and Trish for paving the way through the power of branding!” —Dr. Darryl Adams, Superintendent, Coachella Valley Unified School District “If you think about how students discover, communicate and learn outside of school, it’s remarkable that we still insist on compromising their scholastic experience with yesterday’s approaches. Eric and Trish help us not only re-imagine how to make learning intuitive but also how to build an engaged community where we co-create the future together.” —Brian Solis, digital analyst, anthropologist, futurist and author of X: The Experience When Business Meets Design “Eric Sheninger and Trish Rubin pave the way for educators across the globe to dive into the world of social media transparency in their new book BrandED. The authors take you on a journey as they walk through step by step on how to strategically enhance your school’s branding power by engaging in ‘8 Conversations’ to support you in moving beyond the status quo, providing a rich and meaningful professional development experience that will leave you wanting to continue the conversation.” —Jimmy Casas Leadership Coach, Author, Speaker, 2012 Iowa Principal of the Year, and 2013 National Principal of the Year Finalist “In our work as journalists and as the founders of ‘Stand up for Heroes,’ the power of storytelling is a foundational part of our brand and allows us to share the truth of our mission. School leaders can learn the lessons of building a unique brand that serves, honors and grows a community in the pages of Eric and Trish's book, BrandED, and can understand the need for communicating brand value that develops our next generation." —Bob Woodruff, ABC correspondent and Lee Woodruff, author and journalist “BrandED provides an innovative platform for educators to engage in meaningful discussions about the purpose of their work, program delivery, and expected outcomes. As the leader of a College of Education, I believe that BrandED serves as a powerful mechanism in assisting me to develop our niche in the preparation of education professionals and national discourse on public education. Eric and Trish have created a space for business and education to coexist and energize each other.” --Monika Williams, PhD Dean and Professor, College of Education Rowan University "BrandED opens the door to a creative, collaborative, brand-building process that results in connected school culture, performance and resource gains. As a former teacher, entrepreneur, marketing author, and most important, parent, I give this book two huge likeable thumbs up!” —Dave Kerpen, NY Times Bestselling Author of The Art of People "Every school has a brand, but it may not be what you hoped! Turn staff, students, parents, and your community into co-creators and co-owners of a trustworthy, relevant educational brand using Trish and Eric's ‘why,’ ‘what,’ and ‘how’ of brand relevance. The future of education is a connected and transparent, changing place of robotics and algorithms where a relevant, relational school brand can drive learning through intelligent listening, skillful adjusting and bold experimentation." —Annalie Killian, Curator of Creative Intelligence Networks at sparks & honey and Founder, Amplify Festival “As a Head of School for an international school in India reading, BrandED has been essential in helping me understand how to lead my school. The simple idea that transparency drives improvement has had a large impact. Being in a city with many international schools, the question of how I can help my school stand out was one I grappled with. This book has become a guide for helping my school do things well, but more importantly, ensuring that all stakeholders know what is happening.” —Bruce W. Ferguson, Head of School, Sreenidhi International School Hyderabad, India “Communication has experienced a revolution. Expectations, methods and opportunities have all grown and changed dramatically in recent years. BrandED lays out the why and the how to develop and use your own and your organization's brand through storytelling, relationship-building, and the use of cutting-edge technology and tools. The primary audience for BrandED--principals--will find it a groundbreaking, invaluable tool, and other educators--like superintendents--will find it extremely valuable as well." --Deborah A. Gist, Superintendent, Tulsa Public Schools “BrandED is a valuable practical guide for educational leaders. They will learn to enhance their impact through innovative communication strategies.” --Dr. Nelson Lim, Executive Director, Fels Institute of Government at the University of Pennsylvania Praise for BrandED "Branding instead of being branded. Defining instead of being defined. Innovative educators must stand up for their ideas and actions instead of being judged and branded by external agencies using standardized measures. Eric Sheninger and Trish Rubin present an excellent guide for educators and education leaders to tell their stories through BrandED."—Yong Zhao, PhD, Foundation Distinguished Professor, School of Education, University of Kansas and author of Who's Afraid of the Big Bad Dragon? "A great resource for educators who want to strengthen their connections with students, teachers, parents, and the wider community. These two innovative leaders don't just capture how to tell the story of a school—they show how to create it."—Adam Grant, New York Times bestselling author of Originals and Give and Take "Every day in every one of your schools, great things happen. How does your community know? Schools that are Future Ready boldly engage their community to build relationships and empower both students and families. Powerful yet practical, BrandED is the perfect resource to help your school share its story with the world."—Thomas C. Murray, Director of Innovation, Future Ready Schools "Eric and Trish demystify what it means to brand one's school by providing eight compelling conversations that not only lead to a deeper understanding of branding, but provide relevant ways for school leaders to frame their work… . In the vast sea of information in which we currently reside, using the BrandED Leadership methods described in this book will help school leaders reach their audiences in ways that create trusting relationships and loyalty."—Dwight Carter, Principal, New Albany High School "Disruption is the new normal. And the great disruptors of our time are shaping the culture itself in innovative ways. Eric and Trish's book BrandED sends a very compelling message to school leaders that developing and executing a smart, innovative brand strategy can disrupt the best practices' conventions of the existing school system. Like great disruptive brands from Apple to Uber, educators now have the ability to get the community engaged and immersed in the school's brand equity—and BrandED provides the roadmap for getting there."—Scott Kerr, Executive Director of Strategy and Insights, Time Inc.
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From the Inside Flap
Advance Praise for BrandED "Eric Sheninger and Trish Rubin provide a great read for all concerned with taking education to the next level in a competitive, digitized social media world. The time is now to learn how to brand yourself and your organization to unleash the power of your story. If not someone else will, and your school or district may suffer because of it! Thank you Eric and Trish for paving the way through the power of branding!"—Dr. Darryl Adams, Superintendent, Coachella Valley Unified School District "If you think about how students discover, communicate and learn outside of school, it’s remarkable that we still insist on compromising their scholastic experience with yesterday’s approaches. Eric and Trish help us not only re-imagine how to make learning intuitive but also how to build an engaged community where we co-create the future together."—Brian Solis, digital analyst, anthropologist, futurist and author of X: The Experience When Business Meets Design "Eric Sheninger and Trish Rubin pave the way for educators across the globe to dive into the world of social media transparency in their new book BrandED. The authors take you on a journey as they walk through step by step on how to strategically enhance your school's branding power by engaging in '8 Conversations' to support you in moving beyond the status quo, providing a rich and meaningful professional development experience that will leave you wanting to continue the conversation."—Jimmy Casas Leadership Coach, Author, Speaker, 2012 Iowa Principal of the Year, and 2013 National Principal of the Year Finalist "In our work as journalists and as the founders of 'Stand up for Heroes,' the power of storytelling is a foundational part of our brand and allows us to share the truth of our mission. School leaders can learn the lessons of building a unique brand that serves, honors and grows a community in the pages of Eric and Trish's book, BrandED, and can understand the need for communicating brand value that develops our next generation."—Bob Woodruff, ABC correspondent and Lee Woodruff, author and journalist "BrandED provides an innovative platform for educators to engage in meaningful discussions about the purpose of their work, program delivery, and expected outcomes. As the leader of a College of Education, I believe that BrandED serves as a powerful mechanism in assisting me to develop our niche in the preparation of education professionals and national discourse on public education. Eric and Trish have created a space for business and education to coexist and energize each other."—Monika Williams, PhD Dean and Professor, College of Education, Rowan University "BrandED opens the door to a creative, collaborative, brand-building process that results in connected school culture, performance and resource gains. As a former teacher, entrepreneur, marketing author, and most important, parent, I give this book two huge likeable thumbs up!"—Dave Kerpen, NY Times Bestselling Author of The Art of People "Every school has a brand, but it may not be what you hoped! Turn staff, students, parents, and your community into co-creators and co-owners of a trustworthy, relevant educational brand using Trish and Eric's 'why,' 'what,' and 'how' of brand relevance. The future of education is a connected and transparent, changing place of robotics and algorithms where a relevant, relational school brand can drive learning through intelligent listening, skillful adjusting and bold experimentation."—Annalie Killian, Curator of Creative Intelligence Networks at sparks & honey and Founder, Amplify Festival "As a Head of School for an international school in India reading, BrandED has been essential in helping me understand how to lead my school. The simple idea that transparency drives improvement has had a large impact. Being in a city with many international schools, the question of how I can help my school stand out was one I grappled with. This book has become a guide for helping my school do things well, but more importantly, ensuring that all stakeholders know what is happening."—Bruce W. Ferguson, Head of School, Sreenidhi International School Hyderabad, India "Communication has experienced a revolution. Expectations, methods and opportunities have all grown and changed dramatically in recent years. BrandED lays out the why and the how to develop and use your own and your organization's brand through storytelling, relationship-building, and the use of cutting-edge technology and tools. The primary audience for BrandED—principals—will find it a groundbreaking, invaluable tool, and other educators—like superintendents—will find it extremely valuable as well."—Deborah A. Gist, Superintendent, Tulsa Public Schools "BrandED is a valuable practical guide for educational leaders. They will learn to enhance their impact through innovative communication strategies."—Dr. Nelson Lim, Executive Director, Fels Institute of Government at the University of Pennsylvania A brand is built around three key elements: image, promise, and result. The power of a brand to communicate all three elements is undeniable, and in today's digitally connected, social society, schools and school districts have a lot to gain by developing and promoting their own brand identities. BrandED is the groundbreaking guidebook for educators who want to enhance communication with students, parents, and stakeholders to create a transparent record of value. You know great achievements happen at your school. Unfortunately, many of those stories stop at the school doors. This hands-on guide from two rising stars in the education field, Eric Sheninger and Trish Rubin, empowers educators at all levels to take control of how the mission, values, and vision of their schools is communicated. An engaging collection of transformative conversations lead you to discover the opportunities and benefits of designing a brand for your school and sustaining a BrandED community to evangelize it. Even if you have no marketing experience, the easy-to-use framework takes you step by step through the nuances of spreading good news about your school and building relationships around those actions. Timesaving, practical advice prepares you to begin innovating at your school right away, and convenient tips and reflections at the end of each chapter make it easy to integrate the BrandED mindset and practices into your everyday routine. Become a driving force behind your school getting the recognition it deserves by: Branding yourself as your school's storyteller-in-chief and amplifier through a variety of traditional and digital tools and platforms Improving relationships with key stakeholders, developing strategic partnerships, and attracting more resources and opportunities Fostering a positive culture extending and influencing beyond the school grounds BrandED is your one-stop resource for designing and sustaining your individual brand as a leader and the brand of your school or district. Join the conversation on Twitter using #brandEDU.
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Product details
Hardcover: 320 pages
Publisher: Jossey-Bass; 1 edition (April 24, 2017)
Language: English
ISBN-10: 9781119244561
ISBN-13: 978-1119244561
ASIN: 1119244560
Product Dimensions:
6 x 1.4 x 9.1 inches
Shipping Weight: 1.1 pounds (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
49 customer reviews
Amazon Best Sellers Rank:
#355,723 in Books (See Top 100 in Books)
In the world of academia, the past, present and future are seemingly cyclic and blurred, where “change†is a dynamic process that is ever-present and ongoing. The analog layer of “education†can no longer ignore the digital layer that coexists. Digital and Social media are living and breathing mediums of communication and have become rich and vital tools, that convey our school community’s identity. In the world of “like, share and comment,†ideas, thoughts and actions need not live in the silos that often erect in academic settings. Eric Sheninger and Trish Rubin’s, BrandED, is an extraordinary and innovative guide to the “process of change†and creating powerful and effective communication channels to foster “actionable steps†collaboratively, while giving and receiving real-time feedback, thus defining school “brand†and “identity.†Our stories, conveyed in the language of social media, in the form of text, pictures and video, is essential to sharing a school’s mission, vision and future. Eric Sheninger and Trish Rubin’s, BrandED, will take novice, intermediate and expert communicators through a thought provoking step-by-step process to becoming a successful 21st Century communicator. Educators at large, pick up a copy and experience for yourself, BrandED’s, remarkable and simplistic approach to a common challenge that we will always have, “communication.†Admittedly, while considering myself an avid communicator, the structure and approach outlined in BrandED is immensely powerful and effective, and has quickly become my ongoing go-to reference and guide, moving forward. Absolutely excellent!
This book is the missing link for me in the "The Business of Education". As an education entrepreneur who recently started a small private school in Arizona, I have studied all aspects of the education sector. This includes curriculum and instruction, leadership, finance and accounting, human resource, marketing and more. But marketing has been the most challenging. Knowledgeable and experienced marketing leaders are worth a lot of money and are usually very busy helping major companies stay profitable. The FUNNY thing I noticed is that within my network I did not have any friends with a background in marketing. I don't think marketing professionals hang out with teachers. LOL. "BrandEd" does an excellent job of making an easy to follow playbook for educators and school leaders. Honestly, I can tell you that the information within this book is worth $10,000.00 if you hired a marketing or media consulting company to design a marketing plan for you. This book is a must-have for the modern teacher leader. Thank you Trish Rubin & Eric Sheninger for your dedication to education and educators.
Eric and Trish demonstrate step by step, how school leaders can create their own brand by first creating a comfort zone in our digitized world. Starting with being a listener and "surveying the landscape", keeping eyes open for potential brandED "stakeholders" and "ambassadors", and understanding behaviors are all tenants explored and explained in language we can relate to so we can get started on our own authentic BrandED journey. Once you are committed to a "personal professional brand-building effort" and once you have a "brand presence" you are ready to be the "Storyteller in Chief." BrandED will entice you and challenge you to take the steps to finding and refining your personal brand. There are exciting possibilities for you and your team when you engage in the "Leadership Timeline: Initiate, Share, Activate." Once you read this book, you won't look back, because you will see, you are not going that way.
I am a Marketing and Communication student and reading BrandED taught me the importance of building my personal brand, the power of connecting with people and to constantly informe myself. The Tips and Reflections at the end of each of the 8 Conversations add a lot of value: you will learn how to monitor your digital footprint, identify assets that are needed for a brandED change process or the importance of checking out brands in the marketplace that resonate. Trish Rubin and Eric Sheninger succeed in providing essential keys on branding, for the education field but also for anyone willing to build their personal brand.
Sheninger and Rubin provide a tremendous game plan for accentuating your classroom, school, or district brand in the physical and virtual worlds. Come away with useful ideas to get the word out about the wonderful things happening with yourself and others. If you do not tell your story, someone else will and it could be wrong.
I am a history teacher, not an administrator . But the goals of BrandED will work well for my efforts of using technology and social media in the classroom with my students. I am looking forward to implementing this strategy in the new school year.
Love love love this book and can't wait to dive in further. In the past months since Trish has introduced me to her book, the concept of bringing brand lessons to the education field has totally changed my perspective on the possibilities in education.
Eric Sheninger and Trish Rubin clearly communicate how having a BrandED leadership mindset can positively impact the culture, performance, and resources of a school. You will gain insight into how to be a masterful storyteller and create your own unique brand value (UBV). In a time in our history where it's more important than ever to be digitally connected, Sheninger and Rubin help to navigate through the digital, social, and online world to become an effective BrandED Leader.
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