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As in commerce and industry, government departments spend considerable amounts of time and money creating brands and the brand values associated with them. In this contemporary world of government spin, 'stakeholders', focus groups and outcomes, the chasm between the world of Whitehall and their staff at the sharp end can be illuminating.

When the Department for Education and Skills decided to rename itself, it inevitably spent a lot of taxpayers money on consultancy and market research to decide on a new identity that would declare to the nation its central role in the country's education. No doubt, the new name would become a banner to which all in the education and teaching professions could rally to the government's call to raise standards.

And the new name of the this government organisation that so much money and consultancy required? The Department for Children, Schools and Families.

Is the new department a clarion call to determine and raise learning and educational standards? Unfortunately it really does sound more ideally suited to the department of a nanny state.

As in most government organisations, it's often those at the sharp end who really understand the business better than the politicians and Whitehall mandarins. So what do those actually work at the coal face in schools and colleges call their newly named employer? They refer to it as the Department for Curtains and Soft Furnishings!

It's wonderful to know that when politicians and policy wonks have their heads in the clouds, are losing the plot or are running around like headless chickens, that a teachers' sense of humour remains as sharp and ironic as ever!
 

© Amatica 20/10/2008