We had two options for secondary. In the slightly run-down, less popular school, the Head's speech was good-humoured, inspiring and included presentations from students in year 7 and sixth form, which had a similar impact to Redcoats.
At the highly sought-after school with stellar results, we were completely sold on the school right up to the moment the Head opened his mouth. At which point he bored the pants off us, coming across as arrogant, rather rude and excessively focussed on league tables with little trust in either the students or his own staff.
In both cases, the Head's talk completely changed our view of the school's ethos. We picked the "grotty" school and it's absolutely been the right choice.
There's never any guarantee that the Head will stay, of course, but schools do take on something of their leader's personality, and the way they come across can be very enlightening.