As we approach the launch of the New Learning Times, a project designed to project the EdLab to a wider audience, it is a good time to think about exactly what we are projecting. I found this piece in Fast Company on branding as an artifact of the past thought provoking. The argument that it is more important to focus on products than building a brand seems related to several themes that we have been working on over the past year:
1) We have argued that it is important to continuously clarify purposes and goals and to have the integrity to align our activities with those purposes and goals.
2) We have argued that a clear and honest presentation of the EdLab is essential to our success and that it is core to how we will operate both internally and externally.
3) Finally, we have argued that the only acceptable departure from our stated goals is on the upside -- anything else leads to internal and external disappointment.