How is it that neoliberal education policies, often lacking evidentiary basis, come to be endorsed--often by the very people they alienate and marginalize? This work seeks to expose how this kind of exclusive policy is sold to a public through intricate hortatory tools. Using critical policy analysis with an emphasis on historical development and political sociology, I employ marketing literature on branding as the analytical framework for a case study of the government's education platform in Ontario, Canada. At the conclusion, I propose that it is necessary to step away from accountability jargon to reconsider the purpose of education and to recuperate what it means to be "responsible for" rather than "accountable to" one another.