I inadvertently kicked up a firestorm earlier this year in a profile I wrote about Judd Schemmel, Edgewood High School's energetic new president. The story's focus was the venerable Catholic institution's increased enrollment, its growing reputation for academic excellence and its improving finances.
Sounds like a positive take on this 130-year-old Madison institution, right?
Many Edgewood partisans didn't see it that way. In an offhand way, I mentioned that Edgewood had not, traditionally, had a reputation as an "academic powerhouse." I was not only thinking of the perceptions surrounding Edgewood when I attended high school in Madison in the late 1960s, but also the formidable reputations of public high schools West and Memorial when it comes to producing National Merit Scholar semifinalists, as well as perfect scores on the ACT and SAT college entrance examinations. And, I confess, I was also influenced by the aura surrounding Edgewood cast by its most famous graduate, the late "Saturday Night Live" comedian/wild man Chris Farley. Brilliant, yes. Academic? Not so much.
It turns out I had uttered fighting words, subject to heated interpretation in the story's comment section regarding just what was necessary to be known as an "academic powerhouse."
Some readers loyal to West High were angry, too. They were skeptical (to put it politely) about claims that Edgewood seniors were being accepted at elite universities, including Harvard and Yale, Princeton and Stanford.
Clearly, the facts were beside the point. When I walked into the "academic powerhouse" buzz saw, it was all about the reputations -- the brands -- of Madison's high schools.
Yes, high schools have brands, just like cars or beer or blue jeans. High school brands are based not on advertising, but on their histories, demographics (specifically, class, race and money), curricula and cultures. Their brands contain stereotypes, of course, but they also include nuggets of truth. Analyzing perceptions of school culture this way can reveal an institution's real strengths and weaknesses. Understanding the emotional truth underneath the brand can help encourage and guide growth in a positive way, while mitigating some of the problems.
It's also fun -- but first you need to understand what the brand actually is.
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