Over the past 20 years, market-based choice initiatives have become a popular approach to education reform. Since 2002, the New York City Department of Education has opened over 250 high schools, creating a marketplace so widespread that many students no longer have a zoned or neighborhood school. This article uses two New York City--based case studies to examine branding or marketing practices at new small schools. It explores how and to whom schools market themselves and the nature and type of information provided to students and parents. The article raises questions about the implications of marketing and branding practices for public education.