How do you know what brand a company has? Mike Wagner says a company’s brand is a mark of their ownership and is reflected in every aspect of their business.

One company I interact with on a regular basis is the Texas Instruments Education & Productivity Division. Over the years all TI employees with whom I have interacted - from Help Desk personnel to Melendy Lovett, Senior Vice President - have exemplified that TI-CARES.

Last week in Atlanta, I teamed up two other TI National Instructors, Jane Barnard and Jim Haskins. to pilot a new TI course: Foundations of Algebra. Jane and I are on the writing team for this course designed to present mathematics to alternatively certified teachers – those who are teaching mathematics but do not have an undergraduate degree in either mathematics or mathematics education.

So, how does this course reflect TI’s brand?

First, they invested in the development of the workshop. Four mathematics educators spent three days designing, writing, and editing the materials that are being piloted with three workshops around the country.

Second, they brought Jane, Jim, and me to Atlanta for a week. Our time and expenses plus materials to help us present this first pilot workshop is paid by TI and offered free to the teachers.

Third, Melendy and four other TI representatives were there to observe and answer questions from the workshop participants. They were there because TI-CARES what teachers think about the new workshop. How many times have you seen the Senior Vice-President at a workshop?

So – how did TI benefit from this week? Of course they are interested in sales and marketing but more importantly, TI showed they care about increasing student mathematical achievement by helping teachers reach their full potential. Throughout the week instructors showed they care. The teachers saw this and now, they will take that caring brand back to their students where it really counts.

What is TI Education’s brand? It’s in their phone number: 1-800-TI-CARES!