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

2. The IH Brand

3. What is a brand?

4. The IH Brand w hen 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.

5. The IH Brand What is a brand? Thoughts, Opinions, Clothes = Unique personality

6. The IH Brand

7. What do you think the IH brand is? Thoughts Opinions Clothes

8. The IH Brand What does IH think?

9. The IH Brand What does IH believe?

10. The IH Brand What does IH look like?

11. The IH Brand What is the unique IH personality?

12. Language is… Neil McMahon IHWO Academic Coordinator, Resources & DoS Support IH Buenos Aires Teacher Training

13. Language is…

16. The IH Language Rainbow Neil McMahon IHWO Academic Coordinator, Resources & DoS Support IH Buenos Aires Teacher Training

17. The IH Language Rainbow In which countries do they speak these languages? Arabic Chinese English French German Italian Portuguese Spanish

18. 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: Arabic Chinese English French German Italian Portuguese Spanish

19. The IH Language Rainbow

21. 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

22. 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: 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

23. IH People Neil McMahon IHWO Academic Coordinator, Resources & DoS Support IH Buenos Aires Teacher Training

24. IH People

27. Learning: Why?: Location: Likes:

28. The IH Core Values Neil McMahon IHWO Academic Coordinator, Resources & DoS Support IH Buenos Aires Teacher Training

29. 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?

30. The IH Core Values independentdeterminedinteresting Individualconfidentconnected assertiveunderstandingwarm approachablefocused friendly professionalfunexperienced Internationalqualifiedsupportive open inspirational

31. The IH Core Values PeopleIdeasLanguageAnything

32. The IH Core Values PeopleIdeasLanguageAnything independentconfident warm All except:connectedprofessional determined individual international funconnected fun interestingsupportive interesting focusedassertive focused inspirationalunderstanding friendly international inspirational

33. The IH Core Values And which of the four topics do you think these nouns most relate to? imaginationachievement communicationinvolvement freedomopportunity

34. The IH Core Values Which of the above language do you think represents the IH Core Values?

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

36. 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

37. The IH Brand Onion

38. 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:

39. The IH Brand Onion

40. Essence: Core values: Facts: Personality: What is says about me: How it makes me feel: Benefits:

41. Best Brands Neil McMahon IHWO Academic Coordinator, Resources & DoS Support IH Buenos Aires Teacher Training

42. 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?

43. Best Brands What’s new in the world of brands?

44. Best Brands 1.Are ideas: a)goodb) 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) ideasd) simple services 3.Brands can be: a) people b) productsc) bothd) 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

45. Best Brands Language work Use some of the noun phrases below from the blog post to make sentences about yourself: the world around me the car I drive the shoes I wear the companies I work with the root of it all a 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 at the same old things as usual a powerful voice sleepless nights

46. Best Brands Examples: I sometimes get frustrated by what’s going on in the world around me I’d like to change the car I drive Comfort is the most important factor when it comes to the shoes I wear Disney is the most famous of the companies I work with I hate tests so much they sometimes give me sleepless nights

47. 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?

48. Best Brands A Brand Blog Post Summarise your attitude towards brands and branding in a short blog post for your classmates.

49. Brand Quotes Neil McMahon IHWO Academic Coordinator, Resources & DoS Support IH Buenos Aires Teacher Training

50. Brand Quotes "What’s a brand? A singular idea or concept that you own inside the mind of the prospect." Al Ries

51. Brand Quotes 1louta place where you pay for shopping in a supermarket 2underminebto recommend strongly 3 to swear by something cto realise (eventually) 4 to stand for something drising in value 5checkoutea rude, disrespectful person 6appreciatingfto place inside an existing context 7to wake up togto represent 8embedhto attack something secretly 9commitmenti something that activates something else when moved (literally a cable that sets off a bomb) 10tripwireja promise, an obligation

52. Brand Quotes 1lout a rude, disrespectful person

53. Brand Quotes 2undermine to attack something secretly

54. Brand Quotes 3 to swear by something to recommend strongly

55. Brand Quotes 4 to stand for something to represent

56. Brand Quotes 5checkout place where you pay for shopping in a supermarket

57. Brand Quotes 6appreciatingrising in value

58. Brand Quotes 7 to wake up to to realise (eventually)

59. Brand Quotes 8embed to place inside an existing context

60. Brand Quotes 9commitment a promise, an obligation

61. Brand Quotes 10tripwire something that activates something else when moved (literally a cable that sets off a bomb)

62. Brand Quotes How do the brand quotes help us understand brands and branding?

63. Brand Quotes Think about some of your favourite brands. How do they serve as examples of the messages in each of the quotes?

64. Brand Quotes Which are your three favourite quotes? Why do you like them? How do they reflect your thinking about brands and branding?

65. Brand Quotes "What’s a brand? A singular idea or concept that you own inside the mind of the prospect." Al Ries

66. 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

67. Brand Quotes "Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand." David Ogilvy

68. Brand Quotes "Well-managed brands live on - only bad brand managers die." George Bull

69. Brand Quotes "Your premium brand had better be delivering something special, or it's not going to get the business." Warren Buffett

70. 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

71. 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

72. 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

73. 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

74. Brand Quotes "Your brand is created out of customer contact and the experience your customers have of you" Stelios Haji-Ioannou, Chairman, EasyGroup

75. 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

76. 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

77. 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

78. Brand Quotes 'A brand name is more than a word. It is the beginning of a conversation.' Lexicon

79. Brand Quotes 'Customers must recognize that you stand for something.' Howard Schultz, Starbucks

80. Brand Quotes 'Brands are the express checkout for people living their lives at ever increasing speed.' Brandweek

81. Brand Quotes 'Products are made in the factory, but brands are created in the mind.' Walter Landor

82. Brand Quotes 'The customer is the appreciating asset.' Federal Express

83. Brand Quotes 'Every status has its symbol' Advertising Slogan

84. 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

85. 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)

86. Brand Quotes 'A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.' Scott Talgo, Brand Strategist

87. Brand Quotes 'You're just anybody without your identity.' Grenville Main, DNA Design

88. 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

89. Brand Quotes 'The visual image is a kind of tripwire for the emotions.' Diane Ackerman

90. 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

91. Brand Quotes All quotes retrieved from: http://www.allaboutbranding.com/index.la sso?article=22 31.12.11

92. 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

93. The End Neil McMahon IHWO Academic Coordinator, Resources & DoS Support IH Buenos Aires Teacher Training