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This is not a post specifically about the iPad or iPad2, this post is about brand names and the power they have in the choice of technology for education.
When a teacher tells me they want an iPad is that what they really want or is that what others call a tablet computer? Or do they think they want an iPad because that is the name they hear and see all the time? Or do they truly want a iPad brand tablet device manufactured by Apple?
Why did they even mention an iPad? Did they hear it from students or maybe at a meeting? Did they see an ad or have a friend recommend one? When I talk about the iPad I could substitute several different products. For example, Smart Boards for interactive white board or Elmo for document camera. The concept is the same, do teachers really want or need brand name items? This phenomena is not restricted to education. I grew up thinking that a Crescent wrench or Vice Grips were just types of tools and not brand names.
This leads to a two part question Do people really want the brand name tool or do they just want the tool? Second who decides if they get the brand name tool? We will talk about the second part in another post.
The Power of Brands
Modern marketing strategy is all about branding. Marketers don’t sell products, they create brands. Apple has been fantastic about creating a brand, and they have had good products to go along with that brand. Many companies don’t worry about the products, they focus on the brand.
If you ask most people what browser they use, they won’t have an answer. But if you ask if they use Internet Explorer, Firefox or Chrome, they will know right away. They know the brand not the tool. The brand name has become synonymous with the tool. Like my example above, it is no longer a adjustable wrench you need, it’s a Crescent Wrench. It’s no longer a interactive white board(IWB) you want for your room, it’s a Smart Board.
We had a sale representative from Eno IWB’s come and give a demo of their board. Teachers all ohhed and ahhed, as they tried the different functions. I loved the fact that there were no wires to the board, and installation was simple and easy. Even after spending 4 hours with the Eno, I had teachers ask me for “one of those Smart Boards”. I explained that our district had decided to standardize on Eno’s they complained that we had a ‘Smart Board’ salesman in and that was the one they wanted. Of course they were talking about our Eno salesman.
Who is to blame for this misunderstanding? Is there anyone to blame? Is there any blame? In today’s society people are too quick to blame others for any misfortune or inconvenience. I don’t want to fall into that trap. I feel blame is too strong of a word. It implies negativity, something is wrong and someone must pay mentality. Even responsible is a bit too negative. Instead of blame, I want to talk about the reason for this misunderstanding.
But not today. I have given you enough to think about for now. In a few days I will be back with another post on this topic of brands and their impact on ed-tech.
