How to Create a Winning School Brand [Podcast Ep.28]


Whether you work at a small school or a larger institution you understand the value of your brand. But how can you leverage your brand to create superfans who internalize the values of your institution and make your school a part of their personal identity?

That’s the topic of our conversation with Professor Americus Reed, PhD. Professor Reed is the Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania and an ‘identity theorist’ focusing his research on the role consumers’ self-concepts play in guiding buying decisions. If that sounds complicated - no worries! Americus breaks down the elements of identity branding for schools.

One example we discuss Apple’s use of identity branding in their ‘I’m a Mac’ advertisement campaign.

Another example we talk about is Nike’s ‘Find Your Greatness’ campaign.

Interested in finding out more about this topic?

Americus will be at our annual conference in Washington D.C. in just over a week!

About the Author

Peter Baron and Hans Mundahl

Peter Baron is EMA's chief member relations officer, responsible for the creation and oversight of our external programs as well as our membership promise. He oversees marketing and communications, member recruitment and retention, and outreach functions, as well as leadership training programs, research, and other related strategic initiatives. With a career spent in product development, sales, relationship development, and marketing, Peter's success has been built on listening to schools' and families' needs. Hans Mundahl is EMA's director of professional development and has been an educator since 1995, when he first stepped into the classroom as a Fulbright exchange teacher in the former East Germany. Since then, Hans has taught in a variety of settings, including as an Outward Bound instructor, classroom teacher, house parent, and in higher ed. Hans has served in just about every role possible in an independent school including as an admission officer, program leader, trustee, and head of school.

More Content by Peter Baron and Hans Mundahl
Previous Podcast
Is There an Independent School Tuition Bubble? [Podcast Ep.29]
Is There an Independent School Tuition Bubble? [Podcast Ep.29]

How is tuition set each year at your school? Perhaps the board sets a 4% increase at budget season or maybe...

Next Podcast
Meeting the Expectations of Today’s Independent School 'Buyers' [Podcast Ep.27]
Meeting the Expectations of Today’s Independent School 'Buyers' [Podcast Ep.27]

Who owns the experience of parents while their child is enrolled at your school?