The non-brand question

Recently we suggested one kind of thought experiment about your school’s brand.

Today we want to invert that thought experiment:

Imagine that students are not permitted to indicate what schools they have attended.

They can talk about what stuff they learned, how they learned it, and why they learned it. But school brands don’t exist in this world.

Would your students thrive because of what, how, and why they learned—rather than because of the signalling power of your brand?

How much substance lies beneath the surface of your brand?


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Christian Talbot