In Partnership with The 74

For LA Unified and Cortines, a new name for an old (troubled) project

Vanessa Romo | January 13, 2015



LAUSD's Ramon Cortines looks to rebrand a failed projectRebranding is not just for discount stores, fast food chains and soda anymore.

How about for a school district?

To change the public perception of a project at the center of LA Unified’s two ill-fated programs — iPads and MiSiS –Superintendent Ramon Cortines is renaming the Common Core Technology Project.

It now goes by the name: Instructional Technology Initiative.

Catchy, huh?

“I think this new name is very simple and can be clearly understood by our stakeholders,” Cortines told board members in an email announcing the name change. “I also believe that the name is in line with the way we’re moving forward as a district using technology for instructional purposes.”

Apparently, Cortines took suggestions for the new name. “I’d like to thank those who submitted suggestions to me previously,” he wrote.

Let’s hope this effort doesn’t turn out like New Coke.

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