Academic journal article Technology and Engineering Teacher

Branding: Putting a Little Dent in the Universe! Our Job Is to Unleash the Human Potential Related to Technology and Engineering Education and Make It the Most Important Subject in Schools

Academic journal article Technology and Engineering Teacher

Branding: Putting a Little Dent in the Universe! Our Job Is to Unleash the Human Potential Related to Technology and Engineering Education and Make It the Most Important Subject in Schools

Article excerpt

"A person can have the greatest idea in the world-completely different and novel--but if that person cannot convince enough other people, it doesn't matter."

Gregory Berns

Technology and engineering education is destined to become the most important subject in future education. This is inevitable when we live in a society that needs and uses technology at the pace we are seeing today. After all, technology is like water in that:

   It is dynamic and can take on any shape. It can be beautiful or
   ugly. It can be calm or volatile. It gives you many advantages, but
   can cause disaster. It can be harnessed or run unabated. We can
   relate it to work or recreation. It creates various moods, from
   happiness to sadness. It can be so sophisticated that it seems like
   magic or so basic that it goes unnoticed. It is everywhere and can
   be linked to everything in our lives. Our opinion relates to how it
   is used or affects us. Two things are certain about technology and
   water; we cannot do without it and people will never get their fill
   of it.

All we have to do is convince enough people that it is imperative to our daily lives.

Branding is personal, involves a commitment, and requires dedication to a belief and the enthusiasm to work in a logical manner to gain acceptance of an idea. Put another way, branding is our way to put a little dent in the universe as it relates to technology and engineering education.

This article addresses the term "branding" and what our profession needs to do to "brand" the very essence of a subject to which most of us have committed our professional lives. Branding something, anything, is a personal issue. We are told that we will increase the probability of our own successes if we find something that we love to do so much that we cannot wait for the sun to rise to do it all over again. For many of us, technology and engineering education is that personal issue, core issue, and sense of purpose that consumes our professional career. Our job is to unleash the human potential related to technology and engineering education and make it the most important subject in schools.

Branding: What it Means

Choosing a brand is one thing--building one is another! This article will attempt to outline what a genuine brand is and how to build it. Branding is not the exclusive domain of such products as Coke, Pepsi, Ford, McDonalds, or L.L. Bean. It is something that we all can do if we pay close attention to our product and become relentless in our quest to deliver our brand.

How can we create a genuine brand? What about our product lends itself to an ideal strategy for our brand? What kind of effort will it take, and will the payoff be worthwhile?

These questions lead to others that need to be answered if the profession is to be an effective brand creator.

* What about our product is distinctive?

* What perception is important to us?

* Who are our customers?

* What do we want people to think about us?

* How do we achieve our desired perception?

* How do we inform people about who we are?

* How do we get people to believe and trust in our products and services?

Technology and Engineering Branding

It is exciting to have an opportunity to address the branding issues of our profession. As an association executive, one constantly considers factors that position a profession. Those factors have to do with branding. The position of a profession is very important--and not dissimilar to how one's personal actions position an individual within his or her own social community, work environment, or family. Associations and professions go through a similar process as they take action to position themselves within their own community, status within society, and to satisfy their professional family members for meaning. …

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