The False Claim of Sub Bill 181 – House Votes to Perpetuate Ruse

On December 11th, the Ohio House voted to advance Rep. Brenner’s Sub Bill 181 and send it over to the Senate. Rep. Brenner along with every member of the House Education Committee received a copy of the testimony linked below along with a highlighted copy of Ohio’s MOU with PARCC and PARCC’s Cooperative Agreement Einstein and truthwith the US Dept of Education which clearly lay out the meaningless and impotent attempt within Sub Bill 181 to address the collection and sharing of our children’s data.  At the close of the oral testimony November 20th, they were each challenged to read the agreements in order to understand the false pretense of Sub Bill 181 given that these binding agreements are not rescinded or addressed within the bill.

It’s rather odd that a bill to address a so-called “non-issue” would receive such an expedited path. Hasn’t the Columbus mantra been that Ohio is different and Ohio Revised Code already prohibits such data sharing? And it seems curious that Chairman Stebelton scheduled six hearings and a vote for such an inconsequential bill while ignoring the 600+ Ohioans who turned out in support of HB237.  It seems more than reasonable to conclude, given their comments and behavior, that the purpose of Rep. Brenner’s bill is to dismiss our concerns and claim they’ve addressed the data privacy threat. In fact, this is going on in state legislatures across the country as politicians scramble to keep their cronies happy and silence the growing Common Core opposition.  It should be noted that Rep. Brenner received this testimony in rebuttal form back in June, prior to introducing the bill to the Education Committee. This rebuttal was prepared due to the very concern that HB181 would falsely lay to rest the data threat and further compromise our children and repeal effort. Short of an initial phone call to ask which other House members had received the rebuttal, Rep. Brenner has yet to reach out to those of us who have done the research and collected the documents. Not only have we done their homework, these same representatives receive their paycheck on the backs of those they dismiss and marginalize. While we stand with facts and documents in hand, we are labeled fringe and nothing more than “a small, vocal minority”.  The same may have been said of the Founders by King George.  You see, the behavior and rhetoric of those who abuse their power is forever predictable, therefore defending truth is forever necessary.  Read full testimony here.

Note – The Education Committee members should be questioned and asked to explain how Sub Bill 181 supersedes Ohio’s Memorandum of Understanding with PARCC (Partnership for Assessment of College and Career) or how Ohio parents and districts can control data being collected via a national assessment consortium that answers to the U.S. Dept of Education and Sec. Arne Duncan. Considering the documents were placed in their hands, their vote can only be described as willful ignorance. ONLY A FULL REPEAL OF COMMON CORE PROTECTS OUR CHILDREN AND OUR PARENTAL RIGHTS, PERIOD.

The post The False Claim of Sub Bill 181 – House Votes to Perpetuate Ruse appeared first on Ohioans Against Common Core.

Category

Brand Yourself: Law of Category

Category

A leading brand should promote the category, not the brand.

This is a bit of a paradox…so bear with us.

Branding is widely perceived as the process of capturing a bigger share of an existing “market.”

– 22 Immutable Laws of Branding.

The most effective use of marketing is to create a new “category” or idea that people will be able to sink their teeth into.  In order to do that, we need to narrow our focus.  We don’t necessarily have to start with something totally new, but it wouldn’t hurt.

Politics is a pretty well trodden path.  There isn’t much of a chance that something “ground-breaking” comes into play, but that doesn’t mean that your idea won’t come with a firestorm of support.  All it takes is passion from a small number of people to ignite the hearts of many.

In order to help you with that, here are a couple things you could do:

  1. Launch the idea, and yourself, in a way that seems like you were the first.  Be enthusiastic.  Culminate the ideas of many into one idea that you can own.  Don’t focus on the effects or hardships of the past, learn from them, but shape your idea as the vessel for a brighter future.  Be a pioneer.
  2. You have to promote this new idea.  Don’t let others do the talking for you.  Be the one of the front line answering questions, be the one who is painting the image of the future.  A good leader has vision, show your vision to your audience.

People who observe politics don’t really care about new politicians (I say that with a slight wince, because I am taking for granted that everyone is thinking for themselves), they actually care about the politicians ideas and the effects they will have.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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Quality

Brand Yourself: Law of Quality

Quality

Quality is important, but brands are not built by quality alone.

What is quality?  Is it always obvious?

The usual thinking is, to build a better brand, we need to build a better product.  In political terms, to have a better person in office, we need someone who has been learning about politics their entire life, someone who has worked in the political arena, someone who “looks” the part.

In all reality, the “better” your choice, the worse of a leader that person is.  You may have “credentials” that say you know what happens in the political arena, but they doesn’t mean you can play in the arena.  For instance, just because I referee NBA basketball, doesn’t mean I can play in the NBA.

Quality resides in the mind of the “buyer.”  To us this means, quality resides in the mind of the people going to be led.  People have to perceive that you are the solution that is needed, now.

To ensure that you are of good quality, you need to narrow your focus – just like the law of contraction states.  To be someone of higher quality, you don’t need the answers to everything, you need to be the answer for an important thing.  If you are a specialist in the areas that matter, the halo effect will take care of the rest.

To build a quality brand, you will need to narrow your focus.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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Credentials

Brand Yourself: Law of Credentials

Credentials

The crucial ingredient in the success of any brand is its claim to authenticity.

Be authentic. Period.

No one wants to listen to someone who is rambling from a memorized speech or talking points. Customers of political information are rightfully skeptical of anyone speaking in front of them.  They tend to disbelieve most claims because of past injustices.

In order to be authentic, you have to be real.  A real politician is one who is there to serve, not to have a career.  If people get the feeling that you are there only to benefit yourself, anything you say will seem like a lie to them.

In order to be believed, you need credentials.  What are credentials though?  Credentials are the way you guarantee your brand.  If you your credentials are what people are looking to see implemented, they are more than likely going to believe what you have to say.

The best way to establish your credentials is through leadership.  Volunteer work, self sacrifice, and acts of kindness will create the personal connection you need to capture the hearts and minds of individuals.  Individuals aren’t stupid.  They will spot a phony person in a heartbeat.  Be a real person, not a talking suit.

Credentials help immensely in publicity.  People want to know who you are, so they look to your past.  If you have been lying to individuals, cheating the system, and forcing your will upon people, the individuals of groups who could give you publicity will gladly point out your flaws and flaunt those instead of your positives.

Remember, in the end, what people want is leadership.  Not just any kind of leadership, but leadership that they can trust in.  A leadership that allows for them to go home to their families every night and know that no one is taking away their freedoms.  Don’t sell out your audience.  Don’t compromise on your principles.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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A Word

Brand Yourself: Law of the Word

A Word

A brand should strive to own a word in the mind of the consumer.

How true this is.  A perfect example of such a thing is this single word, “Change.”  One person in the political arena should come to your mind when you hear that word.  Then in his reelection campaign, “Forward,” was the word of choice.

It is immensely powerful if you are able to take a single, everyday term and make it stick to your brand.  Most companies and individuals try to make a few words or sentence work for them – and sometimes it is a success, but nothing can beat the single word association.

If you want to build a brand, you must focus your efforts on finding a single word that you can “own.”  Your political target market needs to say this word and immediately think of you.  Focus your effort in finding a solitary word that is used by people in your target market every day.  This will cause them to do two things – 1.) if they like you, they will use it more, 2.) if they hate you, they will have to find a new word.  Both scenarios are very powerful because both scenarios force the individual to think of you or your campaign.

Once you have found that single word, stick to it.  Don’t try to find another word.  Don’t muddy the water.  Be smart, be simple.  Reduce the description of yourself and your ideas as far as you can and then break out a thesaurus.  A great way to find your word is to have family over to brainstorm the words in relation to you.  The most overlooked person in this moment, though, is a child.  From the mouths of babes can come the answer to your brand.  Children are more creative than you are and they boil things down to single ideas so they are easy to understand.  If a child can understand it, an adult surely can.

Warning: The easiest way for you to own a word is to be the first one to capture it.  Don’t use, “Change,” just because someone else had success with it.  You will only bring up thoughts and opinions of the other person, not yourself.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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Advertising

Brand Yourself: Law of Advertising

Advertising

Once born, a brand needs advertising to stay healthy.

Advertising is like a country’s defense budget.  Advertising dollars do not buy you anything – they simply just keep you from losing any of the ground that you have gained.  In other words, advertising doesn’t bring new people in, it keeps people around.

There are two phases before advertising:

The first phase is the introduction of a new category.  In our case, instead of adding a new physical product, we are adding a new idea.  This is where we gather the core supporters, this is where we create our base.

The second phase is the rise of the individual who pioneered and introduced the idea.  This happens when news outlets, individuals, and  groups begin to talk about you as the individual who started the ball rolling.  This is where you will gain even more supporters who are finding you via their friend’s and neighbors.  (This is known as publicity, which we talked about earlier.)

Once you have completed both phases, advertising takes over to remind those that your brand, you, is still there and that they need to stay involved to make sure that your idea(s) are spread.

Advertising does not have to be a campaign of, “I am the BEST choice!  Choose me because I am better!”  Advertising is meant to softly and clearly make your core audience remember you are there.  Most people buy the leading brand, when most people buy the leading brand, it gives everyone else the perception that it is “better.”  So let the perception make the “BEST! or “BETTER!” statement, don’t force it.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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