Logo alone won't promote learning

16th March 2001 at 00:00
Jonathan Sands' review of learning brands ("It's all in the branding", TES, February 23) made no mention of target audiences. The Association of Colleges, Learndirect and lecturers' union NATFHE try to reach different people.

The AOC represents the interests of colleges to a largely official audience, NATFHE represents the interests of lecturers to employers, while Learndirect has to attract consumers to learning. The brand execution reflects thee roles.

Second, when it comes to education, first impressions do not last. While the Learndirect brand must do its job to stimulate the first call it is the quality of the advice and learning that forges the service's identity.

Marketing learning is much more than getting the graphics right.

Michelle Wake

Marketing director

Campaign for Learning


19 Buckingham Street

London WC2

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