Widely viewed today by many taxpayers, business leaders, and elected officials as inefficient, ineffective, bureaucratic, public education is losing its once-noble brand position as the cornerstone of American democracy. According to Laura Ries, a marketing guru, the first problem is the name, it is called public education. It is because the perception of many is that anything run by the government is seen as big, inefficient, and many times ineffective. She added that names are very important in branding, and so often the names for public schools are chosen haphazardly or without much thought at all. Thus, public schools need to find ways to focus on one thing, owning the mind of the consumer that no one else can own. One way in which public schools can build a better brand is to rally behind an outspoken leader who personifies the brand and unites the community around the importance of public schools. Also, restoring credibility, rebuilding trust, and reclaiming public education's brand position requires public relations, not advertising. The bottom line is that public education will not survive without public support. It is time for public education to reclaim its brand position as the world's great equalizer, the place where the American dream takes root.