What is branding? A short lesson for my students who are marketing professionals.
1. Can you answer these question in English?
What is branding?
What is your favourite brand and why?
Are there any brands you don't like?
Which brands do you like working with?
2. Now lets watch a short clip by David Brier, a branding specialist to see what he thinks branding is about.
3. Now lets do some reading practice. Here is the transcription of the short clip.
What is branding?
As creators, we want to think it’s about us, our brilliant talent, our skills we’ve perfected over the years — all these magical things: color, space, shape, tension, harmony, typography, beauty, simplicity.
Then why do certain brands become great brands?
• and spread like wildfire...
It’s because we tapped into our ability to see. Not as ourselves, but as others.
To see the minute details and trends others don’t see.
Not just on the computer screen.
Or in books.
Or in galleries.
But in — and through — the eyes, hearts and minds of people.
Geniuses have that special skill to look at the universe of people and translate that into the universe of visual and written communications, to transform those observations we each sense into something we can each tangibly see. And understand.
That is the magic.
That is the spark.
That is the genius... that gets each of us interested. And keeps us going.
For something greater.
For something previously impossible.
For something nobody ever thought of before.
That is the magic of branding.
4. What do these words mean? Please use your dictionary to find out, don't be lazy.
5. Lets watch the clip again to see how these words are used and to finish off with some more listening practice.
I want you to write one sentence for each new word you researched and write about which brands you personally helped improve their sales, how did you do it? what was your strategy? did you use any techniques from the short clip? then email me your sentences and essay so I can check and correct your grammar then email it back to you.
7. What do you think these quotes mean?
"We're now in a situation where people are questioning consumer spending."
~ Martin Sorrell
“Creativity is intelligence having fun.” – Albert Einstein
“The best way to predict the future is to create it.” – Peter Drucker
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov
“Content is anything that adds value to the reader’s life.” – Avinash Kaushik
“Making promises and keeping them is a great way to build a brand.” – Seth Godin
“The consumer is not a moron; she is your wife.” – David Ogilvy