Even today, parts of the Education world regard Branding with great suspicion, a symbol of commercialism, a waste of resources, and an encouragement of competition, something which has no place alongside research, teaching and training.

Years ago, when I used to run a youth club, I was in no doubt that I wasn’t running a business – the outcomes sought were human, not financial, for a start.  Nonetheless, I used to make a critical distinction between a business and behaving in a businesslike manner – I never saw any virtue in having no members, or no money!  The analogy is not really far fetched – educational institutions need to behave in the same businesslike manner. 

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