CiNii 図書 - BrandED : tell your story, build relationships, and empower learning

Praise for BrandED "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. 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.

About the Authors xv Introduction: Our BrandED Short Story 1 Eric's Path 1 Trish's Path 4 "The Brandality Modality" 6 Welcome to the BrandED Conversation 9 Conversation 1: From Brand to BrandED 11 Part One: In Brand We Trust 12 Part Two: BrandED Matters to Today's School Leaders 33 Part Three: BrandED Unifies a School Improvement Plan 42 Conversation 1 Tips 58 Conversation 1 Reflections 59 Conversation 2: In the Zone for BrandED Innovation 61 Part One: The Psychology of BrandED Innovation 63 Part Two: Tools to Inspire BrandED Innovation 79 Part Three: BrandED Reputation Management 89 Conversation 2 Tips 93 Conversation 2 Reflections 94 Conversation 3: Developing a BrandED Leadership Presence 97 Part One: A "Personal Professional" BrandED You 98 Part Two: Be the BrandED Storyteller-in-Chief 113 Part Three: The BrandED Leader as "Edupreneur" 132 Conversation 3 Tips 136 Conversation 3 Reflections 137 Conversation 4: Developing Your BrandED Strategic Plan 139 Part One: The BrandED Drivers 140 Part Two: Your BrandED Strategic Plan 160 Part Three: BrandED Stakeholder Relationship Management 161 Conversation 4 Tips 165 Conversation 4 Reflections 165 Conversation 5: Sustaining BrandED Innovation 167 Part One: Invest in BrandED Leadership 168 Part Two: The Trend-Setting Stance of a BrandED leader 175 Part Three: The BrandED Competitive Advantage 180 Conversation 5 Tips 192 Conversation 5 Reflections 192 Conversation 6: Communicating With BrandED Leadership Tools 193 Part One: The BrandED Payoff of Distributed Leadership 194 Part Two: Press, Networking, Digital Presence, and Thought Leadership 197 Part Three: The Law of BrandED Attraction 210 Conversation 6 Tips 215 Conversation 6 Reflections 216 Conversation 7: Keeping Up With the Digital Joneses 217 Part One: Disruptive Digital Behavior That Innovates Schools 218 Part Two: BrandED Partners in a Digital World 225 Part Three: Connecting With Parents on the Digital Playground 230 Conversation 7 Tips 232 Conversation 7 Reflections 233 Conversation 8: Return on Investment in the BrandED School Community 235 Part One: Be the BrandED Relationship Steward 236 Part Two: Local to Global BrandED Investment 240 Part Three: Sustain a BrandED Community Through Return on Relationship 245 Conversation 8 Tips 250 Conversation 8 Reflections 250 Appendix A: Developing a Mission Statement 253 Appendix B: Crafting Positioning Statements 255 Appendix C: Stewardship Model of BrandED Development 256 Appendix D: Suggested BrandED Digital Tools 258 Appendix E: Media Advisory Template 262 Appendix F: A BrandED Leadership Timeline 264 Appendix G: Online Marketing and Brand Resources for Educator BrandED Adaptation 267 Glossary 269 References 275 Acknowledgments 285 Index 287

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BrandED : tell your story, build relationships, and empower learning

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