A good brand delivers a credible promise that the target would like to personify. You don’t register with a day school. You share its values.
Good branding creates a more committed, participating day school family. It provides more sharing than following and more involvement than apathy. With a credible and unique brand, parents, students and teachers can finally belong to a school, and not just enroll.
Jesse Cogan, “The Branding of Jewish Education”, The Jewish Week (9 September 2016), 19.