Education

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:

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.

Higher education in America, still thought to be the world leader, is in crisis. University students are falling behind their international peers in attainment, while suffering from unprecedented student debt. For over a decade, the realm of American higher education has been wracked with self-doubt and mutual recrimination, with no clear solutions on the horizon. How did this happen? In this stunning new book, Christopher Newfield offers readers an in-depth analysis of the "great mistake" that led to the cycle of decline and dissolution, a mistake that impacts every public college and university in America. What might occur, he asserts, is no less than locked-in economic inequality and the fall of the middle class.

In The Great Mistake, Newfield asks how we can fix higher education, given the damage done by private-sector models. The current accepted wisdom--that to succeed, universities should be more like businesses--is dead wrong. Newfield combines firsthand experience with expert analysis to show that private funding and private-sector methods cannot replace public funding or improve efficiency, arguing that business-minded practices have increased costs and gravely damaged the university's value to society.

It is imperative that universities move beyond the destructive policies that have led them to destabilize their finances, raise tuition, overbuild facilities, create a national student debt crisis, and lower educational quality. Laying out an interconnected cycle of mistakes, from subsidizing the private sector to "the poor get poorer" funding policies, Newfield clearly demonstrates how decisions made in government, in the corporate world, and at colleges themselves contribute to the dismantling of once-great public higher education. A powerful, hopeful critique of the unnecessary death spiral of higher education, The Great Mistake is essential reading for those who wonder why students have been paying more to get less and for everyone who cares about the role the higher education system plays in improving the lives of average Americans.

Not necessarily, says Sara Goldrick-Rab, and with Paying the Price, she shows in damning detail exactly why. Quite simply, college is far too expensive for many people today, and the confusing mix of federal, state, institutional, and private financial aid leaves countless students without the resources they need to pay for it.

Drawing on an unprecedented study of 3,000 young adults who entered public colleges and universities in Wisconsin in 2008 with the support of federal aid and Pell Grants, Goldrick-Rab reveals the devastating effect of these shortfalls. Half the students in the study left college without a degree, while less than 20 percent finished within five years. The cause of their problems, time and again, was lack of money. Unable to afford tuition, books, and living expenses, they worked too many hours at outside jobs, dropped classes, took time off to save money, and even went without adequate food or housing. In many heartbreaking cases, they simply left school--not with a degree, but with crippling debt. Goldrick-Rab combines that shocking data with devastating stories of six individual students, whose struggles make clear the horrifying human and financial costs of our convoluted financial aid policies.

America can fix this problem. In the final section of the book, Goldrick-Rab offers a range of possible solutions, from technical improvements to the financial aid application process, to a bold, public sector-focused "first degree free" program. What's not an option, this powerful book shows, is doing nothing, and continuing to crush the college dreams of a generation of young people.