Latest / smj: school marketing journal
239: Is your brand a strategy or a symptom?
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin
A school's brand is not owned by marketing. It is shaped by leadership clarity, consistency and decision-making over time. In this episode, Brad, Bel and Scully discuss why brand is a leadership responsibility, how mixed signals create uncertainty for families, and why enrolment confidence is built through coherence rather than volume. The trio explore the danger of reactive branding, the role of tone and direction, and why every major strategic decision becomes a brand decision, whether leaders intend it or…
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