Abstract
Divisive school imagery can significantly impact academic branding while raising ethical concerns. In the presented case study, issues such as those encountered by Marty Lundy, a newly hired head football coach, are addressed as he faces divisive imagery at his new school. As Marty is aware of the divisive nature of his school's imagery, he must navigate the challenge of balancing the school's tradition and community heritage with the need to promote a welcoming environment and address the potential impact on the school's reputation. Consequently, this case study encourages examining various brand communication and ethical strategies necessary for addressing such controversies related to school identity. By linking these issues to academic branding and stakeholder relations, the case emphasizes the importance of effective brand communication and ethical leadership in the face of potential backlash and public scrutiny. Marty's desire to be a responsible steward of the school's brand prompts him to be mindful of both the school's and his personal brand, as well as their respective reputations. The provided teaching notes present valuable resources for instructors, including Problem-Based Learning (PBL) strategies. The implementation strategies include background information, sample timelines, learning objectives, and guided discussion points, allowing instructors and students to engage thoughtfully with the complex issues presented in the case study.
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