the ih brand neil mcmahon ihwo academic coordinator, resources & dos support ih buenos aires...
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The IH BrandNeil McMahon IHWO Academic Coordinator, Resources & DoS SupportIH Buenos Aires Teacher Training
The IH Brand
The IH Brand
What is a brand?
The IH Brand
when you think of any brand you begin to form a picture in your mind of what that brand stands for to you; it could be luxury, ethical, efficient, cheap, authoritative, safe or anything. Brands that stand out work hard to differentiate. They create a clear set of values, propositions and symbols in order to create desire and make choice easier for the intended audience. The propositions and values are like a person’s thoughts. The messages are like opinions. The visual elements of a brand are like clothes. Put together they form a unique personality.
The IH Brand
What is a brand?
Thoughts, Opinions, Clothes
=Unique personality
The IH Brand
The IH Brand
What do you think the IH
brand is?ThoughtsOpinionsClothes
The IH Brand
What does IH think?
The IH Brand
What does IH believe?
The IH Brand
What does IH look like?
The IH Brand
What is the unique IH
personality?
Language is…Neil McMahon IHWO Academic Coordinator, Resources & DoS SupportIH Buenos Aires Teacher Training
Language is…
Language is…
Language is…
The IH Language RainbowNeil McMahon IHWO Academic Coordinator, Resources & DoS SupportIH Buenos Aires Teacher Training
The IH Language Rainbow
In which countries do they speak these languages?
ArabicChineseEnglishFrenchGermanItalian
PortugueseSpanish
The IH Language Rainbow
The IH ‘language rainbow’ links all of the language colours together to symbolise international unity and harmony.
Match the languages to the colours:
ArabicChineseEnglishFrenchGermanItalian
PortugueseSpanish
The IH Language Rainbow
The IH Language Rainbow
The IH Language Rainbow
In which countries do they speak these languages?
Arabic, Bosnian, Chinese, Croatian, Czech, Danish, Dutch,
English, Estonian, Farsi, French, German, Greek,
Hungarian, Italian, Japanese, Kazakh, Lithuanian,
Norwegian, Persian, Polish, Portuguese, Romanian,
Russian, Serbian, Slovak, Slovenian, Spanish, Swedish,
Turkish, Ukrainian, Urdu
The IH Language RainbowThe IH ‘language rainbow’ links all of the language colours
together to symbolise international unity and harmony.
Match the languages to the colours:
Arabic, Bosnian, Chinese, Croatian, Czech,
Danish, Dutch, English, Estonian, Farsi,
French, German, Greek, Hungarian, Italian,
Japanese, Kazakh, Lithuanian, Norwegian,
Persian, Polish, Portuguese, Romanian,
Russian, Serbian, Slovak, Slovenian,
Spanish, Swedish, Turkish, Ukrainian, Urdu
IH PeopleNeil McMahon IHWO Academic Coordinator, Resources & DoS SupportIH Buenos Aires Teacher Training
IH People
IH People
IH People
IH People
Learning:Why?:Location:Likes:
The IH Core ValuesNeil McMahon IHWO Academic Coordinator, Resources & DoS SupportIH Buenos Aires Teacher Training
The IH Core Values
1. What language and level are you studying at
IH?
2. What other language and level options are
available?
3. Why are you studying (English)?
4. What does learning languages mean to you?
5. What does learning (English) mean to you?
The IH Core Values
independent determined interesting
Individual confident connected
assertive understanding warm
approachable focused friendly
professional funexperiencedInternational qualified supportive
open inspirational
The IH Core Values
People Ideas Language Anything
The IH Core Values
People Ideas Language Anythingindependent confident
warm
All except: connected professionaldetermined
individualinternational
fun connectedfun
interesting supportiveinteresting
focused assertivefocused
inspirational understandingfriendly
internationalinspirational
The IH Core Values
And which of the four topics do you think these nouns most relate to?
imagination achievement
communication involvement
freedom opportunity
The IH Core Values
Which of the above language do you think represents the IH Core Values?
The IH Brand OnionNeil McMahon IHWO Academic Coordinator, Resources & DoS SupportIH Buenos Aires Teacher Training
The IH Brand Onion
"Brand value is very much like an onion. It
has layers and a core. The core is the user
who will stick with you until the very end."
- Edwin Artzt
The IH Brand Onion
The IH Brand Onion
Where would you put the rest of the adjectives and nouns on the IH Brand Onion?
Facts:
Personality:
What is says about me:
How it makes me feel:
Benefits:
The IH Brand Onion
The IH Brand Onion
Essence:
Core values:
Facts:
Personality:
What is says about
me:
How it makes me
feel:
Benefits:
Best BrandsNeil McMahon IHWO Academic Coordinator, Resources & DoS SupportIH Buenos Aires Teacher Training
Best Brands
Why did you chose the car you drive?
Why do you wear the shoes you wear?
Why does your company work with the
companies it works with?
Best Brands
What’s new in the world of brands?
Best Brands
1. Are ideas:
a) good b) bad c) good and important
d) bad and important
2. Why do we chose to consume the things we do?
a) brands b) many reasons c) ideas d) simple
services
3. Brands can be:
a) people b) products c) both d) neither
4. We need to listen more to clients to find out:
a) the same old things b) your clients’ opinions
c) the latest gossip
Best Brands
Language workUse some of the noun phrases below from the blog post to make sentences about yourself:the world around methe car I drivethe shoes I wear the companies I work withthe root of it alla convenient snapshot a nice bloke a grumpy woman a good sense of humour the ever-increasing range of __________a new skill that few of us are really good atthe same old things as usuala powerful voicesleepless nights
Best Brands
Examples:I sometimes get frustrated by what’s going on in the world around meI’d like to change the car I driveComfort is the most important factor when it comes to the shoes I wear Disney is the most famous of the companies I work withI hate tests so much they sometimes give me sleepless nights
Best Brands
Brand Loyalty
Which brands have earned your loyalty?
How did they do it?
What attracts you to them?
What could they do to lose your loyalty?
Best Brands
A Brand Blog Post
Summarise your attitude towards brands and branding in a short blog post for your classmates.
Brand QuotesNeil McMahon IHWO Academic Coordinator, Resources & DoS SupportIH Buenos Aires Teacher Training
Brand Quotes
"What’s a brand? A singular idea or concept that you own inside the mind of the prospect."
Al Ries
Brand Quotes1 lout a
place where you pay for shopping in a supermarket
2 undermine b to recommend strongly
3to swear by something
c to realise (eventually)
4to stand for something
d rising in value
5 checkout e a rude, disrespectful person
6 appreciating f to place inside an existing context
7 to wake up to g to represent
8 embed h to attack something secretly
9 commitment isomething that activates something else
when moved (literally a cable that sets off a bomb)
10 tripwire j a promise, an obligation
Brand Quotes
1 louta rude,
disrespectful person
Brand Quotes
2 undermineto attack something
secretly
Brand Quotes
3
to swear by
something
to recommend strongly
Brand Quotes
4
to stand for
something
to represent
Brand Quotes
5checkou
t
place where you pay for shopping in a supermarket
Brand Quotes
6 appreciating rising in value
Brand Quotes
7to
wake up to
to realise (eventually)
Brand Quotes
8 embedto place inside an existing context
Brand Quotes
9commitmen
ta promise, an
obligation
Brand Quotes
10 tripwire
something that activates
something else when moved
(literally a cable that sets off a
bomb)
Brand Quotes
How do the brand quotes help us understand brands and branding?
Brand Quotes
Think about some of your favourite brands.
How do they serve as examples of the messages in each of the quotes?
Brand Quotes
Which are your three favourite quotes?
Why do you like them?
How do they reflect your thinking about brands and branding?
Brand Quotes
"What’s a brand? A singular idea or concept that you own inside the mind of the prospect."
Al Ries
Brand Quotes
"The primary focus of your brand message must be on how special you are, not how cheap you are. The goal must be to sell the distinctive quality of the brand."
Kerry Light, Brand Strategist
Brand Quotes
"Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand."
David Ogilvy
Brand Quotes
"Well-managed brands live on - only bad brand managers die."
George Bull
Brand Quotes
"Your premium brand had better be delivering something special, or it's not going to get the business."
Warren Buffett
Brand Quotes
"Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end."
Edwin Artzt
Brand Quotes"I am irresistible, I say, as I put on my designer fragrance. I am a merchant banker, I say, as I climb out of my BMW. I am a juvenile lout, I say, as I pour an extra strong lager, I am handsome, I say, as I put on my Levi jeans"
John Kay
Brand Quotes
"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures"
Michael Eisner, CEO Disney
Brand Quotes
"Brand is the 'f' word of marketing. People swear by it, no one quite understands its significance and everybody would like to think they do it more often than they do"
Mark di Soma, Audacity Group
Brand Quotes
"Your brand is created out of customer contact and the experience your customers have of you"Stelios Haji-Ioannou, Chairman,
EasyGroup
Brand Quotes
"The more you engage with customers the clearer things become and the easier it is to determine what you should be doing "
John Russell, President, Harley-Davidson
Brand Quotes
"Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your company."
Christopher Betzter
Brand Quotes
"In a fast-paced world, today's popular brand could be tomorrow's trivia question."
Wayne Calloway, American Industrialist, Chairman Of
Pepsico Annual Report, 1989
Brand Quotes
'A brand name is more than a word. It is the beginning of a conversation.'
Lexicon
Brand Quotes
'Customers must recognize that you stand for something.'
Howard Schultz, Starbucks
Brand Quotes
'Brands are the express checkout for people living their lives at ever increasing speed.'
Brandweek
Brand Quotes
'Products are made in the factory, but brands are created in the mind.'
Walter Landor
Brand Quotes
'The customer is the appreciating asset.'
Federal Express
Brand Quotes
'Every status has its symbol' Advertising Slogan
Brand Quotes
'Companies have to wake up to the fact that they are more than a product on a shelf. They're behavior as well.'
Robert Haas Of Levi Strauss
Brand Quotes
"In the context of Living the Brand, purposes and values are not created, they exist - the issue is how well they are articulated and embedded."
Nicholas Ind, Living the Brand (2001)
Brand Quotes
'A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.'
Scott Talgo, Brand Strategist
Brand Quotes
'You're just anybody without your identity.'
Grenville Main, DNA Design
Brand Quotes
'Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.'
Tom Chappell, Tom's Of Maine
Brand Quotes
'The visual image is a kind of tripwire for the emotions.'
Diane Ackerman
Brand Quotes
A lady, sitting next to Raymond Loewy at dinner, struck up a conversation.'Why', she asked 'did you put two Xs in Exxon?''Why ask?' he asked'Because', she said, 'I couldn't help noticing?''Well', he responded, 'that's the answer.'
Source: Alan Fletcher, The Art Of Looking Sideways
Brand Quotes
All quotes retrieved from:
http://www.allaboutbranding.com/index.lasso?article=22
31.12.11
Brand Quotes
Two minute talk – ‘My Brand Expert’
Introduction to brand experts (one sentence)
Introduction to this brand expert (current position,
employment history)
Most important achievements (e.g. best job, biggest
brand project)
Most important quotes
Summary of influence on marketing industry
The EndNeil McMahon IHWO Academic Coordinator, Resources & DoS SupportIH Buenos Aires Teacher Training