The IH Brand Neil McMahon IHWO Academic Coordinator, Resources & DoS Support IH Buenos Aires...

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