Engineering a ‘Classroom Brand’ in Eight StepsDevelop the Student Culture & Climate You Want Gary G. Abud, Jr. #TeamPhysics
Full Disclosure:I have no background/training inmarketing, business, nor advertising.I also seek nothing to gainproprietarily from any ideasregarding brandingThe claims I make are based onobservations of culture, media, andhuman behavior; my ideas areinformed by a background inpsychology, philosophy, andlearning theoryI may not be the ﬁrst person todescribe the ideas presented here,but I do not have any sources to citefor my claims on ‘classroom brand’
Aim of Presentation This presentation is about branding, both as a concept and as it relates to classroom culture; it has three main objectives:1. To illustrate the power and pervasiveness of brands/branding2. To deﬁne a ‘classroom brand’3. To enumerate the steps required to create and implement a classroom brand
Order of Operations1) Background, Motivation, & Inspiration For ‘Classroom Brand’2) Deﬁne ‘Classroom Brand’3) The Eight Steps to Engineer Your Own ‘Classroom Brand’4) The Story of #TeamPhysics
BackgroundBrands are an ubiquitous element of cultureBrands pervade nearly every aspect of life Commerce Entertainment Ideology Location Experience BehaviorBrands are relevant to every demographic, by designBranding relies on cognitive science - brain’s ability to formassociations
What is a brand?Dictionary.com deﬁnes a ‘brand’ as a noun, meaning: A word, name, symbol, etc., used by a manufacturer or merchant to identify its products distinctively from others of the same type and usually prominently displayed on its goods, in advertising, etc.
Branding is UbiquitousEveryone, especially youth, are exposed to branding
Branding and LearningCognitive science tells us thatlearning happens throughassociations our brains formAssociations can havetemporal, spatial, physical, oreven emotional componentsBrand recognition begins earlyin life and can be easilyconnected to learningAre we hard-wired to learnbrands?Do they capitalize on howour brains make associations? Kids learn brands readily Test yourself on these ----->
Branding with Young Kids Children’s toys Candy The grocery store checkout impulse rack Do these deliberately take advantage of colors and other sensory/experiential attractions? Does brand success rely on the brain’s ability to form associations?
Branding to AdolescentsFashionStyleMusicMoviesMagazinesEconomic ClassBehaviorsSocial Stereotypes Pretty Girl Jock NerdThe Challenge Day organizationcalls this: “ﬁt in the box” Miss Representation
The Logos QuizAn app-based game where youtry to guess as many logos frompopular brands as possibleVery popular game amongadolescents
Brand Recognition Survey Survey of 13-17 y/o asked to rate how well they know brands and brand quality:1. Reese’s Peanut Butter Cups2. iPod3. Google4. M&Ms5. Oreo’s6. Subway7. Hershey’s Milk Chocolate8. Target9. Sprite10. Microsoft
College BrandingUniversities, colleges, and their sports teamsAcademic majors, fraternities/sororitiesThe type of college: “good” school, ivy league, or “party” schools
Political BrandingIn the U.S., we use these labels:RepublicanDemocratLiberalConservativeGreen PartyTea Party
Other Types of BrandsPersonal brand Event brandLocation brand
Sports BrandingPossibly most well-knownVery popularAppeals to wide audienceBrings people together
Experiential Brand: Olympics“World togetherness, in sport.”
Product is the experience ofconnecting & sharingAnyone can start a brandDifferent nature of audiencewith different perceptionavenuesHashtags as brands #EdChat Social Media & Branding
Motivation:Branding seems to be everywhere BUT the classroom
Classroom Brand DeﬁnedClassroom Brand is that which represents all thatyour classroom stands for: Ideas, experiences, norms, values, interactions, structure, and connectednessA classroom brand simply embodies what I want myclassroom culture to be
8 Steps to Create Your Brand Write your classroom experience sentence1. Design a logo for your classroom brand2. Come up with a hashtag for your classroom brand3. You need a mantra for your classroom brand4. Your classroom brand should embody student-developed norms and values5. Classroom brand paraphernalia6. Make your classroom brand ubiquitous to students7. Obtain survey-based feedback on your classroom brand from students from time to time
Classroom Experience Sentence Whats Your Sentence? ~ Dan Pink•What you want brand (class) to be remembered for•Single sentence•Focuses the branding•Brand built around sentence Nike | Just Do It
Design a Brand Logo✴Every good brand needs a logo✴Visual recognition is imperative to branding✴Two choices: ✴Icon ✴Word✴TeamPhysics logo is word made of physics symbols
Create a Hashtag! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! @mr_abud First answer this question several times: What acronym, phrase or word/ number(s) could represent your brand in as few characters as possible? Should be unique on Twitter Research best ideas, then make it ofﬁcial Hashtags can: Have subversive/double meanings Stand for something in another language If you are not using Twitter with your class, then skip this step until you are
Establish a Mantra✤Like the sentences/phrases companies have beneath their logo ✤Short ✤Memorable ✤Can be easily recited to others✤Builds the abstract element of what the brand stands for✤TeamPhysics mantra is "Challenge accepted."✤Tumblr is a good example Follow the World’s Creators.
Student-Developed Norms & Values ✦Not same as classroom rules ★Like tipping a server at a restaurant ✦Norms and values are ideals ✦Students desire to have these ✦Develop together with students ✦Create and promulgate early in year --Example norm from TeamPhysics: After a group ﬁnishes a whiteboard presentations, everyone claps, and its aRules sound like this... golf clap.
ParaphernaliaStart planning early in the yearDetermine best place to get shirts made Athletic department is a good resourceHave students participate in designChoose colors and styleGet them made early as possibleEncourage everyone to get one if possible, make it so that everyone gets one parent club, booster club, grant $$Have special days where everyone wears the shirts Test day = game day (support the team!) Field tripsPromotes classroom brandUniﬁes the group
Make the Brand UbiquitousBrand logo goes on every documentstudents receive in the class Hard copy or electronically Assignments, handouts, assessmentsMake posters, put the logo on yourclassroom door, website, etc.Pronoun test for how you or studentstalk about the class Language should be in statements of “we” or “us”
Obtain Feedback About the BrandCorporate brands obtain feedback fromtheir consumers/clientsSee how your brand is doingFeedback is student-centered and risk free Anonymous surveys Safe class discussions Small group discussions and whiteboard sharing