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Through discourse analysis, this article explores strategies used in the speeches and public statements of former Education Secretary Betsy DeVos (2017–2020), as she employed marketing tactics in service of a neoliberal educational agenda. I identify DeVos’s framing and lexical choices deployed to increase memory and attention salience, thereby highlighting the role words play in shaping political and cultural outcomes. Although the paper provides only a snapshot of DeVos’s framing, the discussion is situated within a broader neoliberal discourse designed to manipulate public sense-making and trigger emotions through emotionally charged rhetoric. Through careful lexical choices, DeVos crafts a worldview for primary and secondary audiences that likewise informs macro-level educational narratives, policies, and practices.

Buzzwords, blends and branding: marketing meets education policyspeak