As I read Chapter 2 in Convergence Culture, I kept asking myself how could I apply the marketing concepts used in American Idol to get students and parents excited about education.
We live in an environment where what gets measured is what counts the most--test scores, for example. How can we get our stakeholders to share information, to discuss their passion for education, to post messages on the internet about the benefit of what we do every day?
How can we as educators move more toward branding with "lovemarks" than brand loyalty?
The definition of lovemarks: Term coined by Kevin Robers, CEO Worldwide of Saatchi & Saatchi, to refer to companies that have induced such a strong emotional investment from consumers that they command "loyalty beyond all reason." The definition of brand loyalty: Brand loyalty is the holy grail of affective economics because of what economists call the 80/20 rule: for most consumer products, 80 percent of purchases are made by 20 percent of their consumer base. (p. 72)
How can we as educators bring our stakeholders together to make a difference in the lives of our students who are our future?
Jenkins, H. (2006). Convergence Culture. New York: New York University Press.
Image by Diane Wright
excellent question: how do we bring the same kind of enthusiasm for media to education? Or are they such different things that there's no way to do this.
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