Coolbrands (2) – Learner texts

During our work on Coolbrands in our classes, learners prepared and gave their own mini-presentations about a Spanish brand that they think meets the coolbrands criteria (style, innovation, originality, authenticity, desirability and uniqueness).  Here are some (reformulated) contributions from these classes with some activities to try out:

Disclaimer!  These texts are very positive about the brands they talk about but they aren’t meant to be recommendations or endorsements! 

TOUS

Tous is a Spanish fashion accessories brand which is a trend setter in our country as well as in Europe and the US.  It produces iconic, cutting edge jewellery with its distinctive bear symbol.

Tous has successfully created a buzz about its products and kickstarted new trends with new product lines in its segment.  Its growth in the last five years has been phenomenal.  It’s gone from being a small, local, family run business to having shops in the most important cities around the world.  An enormous growth in popularity, desirability and brand awareness.  There’s always a long queue around the Tous concession in El Corte Ingles at Christmas.

Tous produces high-end products in a classic but modern style.  It’s expensive but you can always buy something small for someone special.  Tous is also expanding into fragrances, bags and shoes .  A growing business and an example for others to follow.

Activities with the Tous text:

  1. Rewrite the first sentence – Tous is a Spanish fashion accessories brand which is a trend setter in our country as well as in Europe and the US – using the structure “Not only …. but also….”  to replace “as well as.”
  2. Add more cohesion to the text:  In paragraph 2 where could you include the phrases:  “by way of illustration,” “this is illustrated by” to show you are giving an example?
  3. Add a more complex expression:  In the final sentence the text says Tous is “an example for others to follow.”  Rearrange the following words to make a sentences which have a similar meaning:  (1)  Tous / for / to / provides / companies / a / other / benchmark / follow /  (2)  Tous / should / standards / other / which /  / sets / companies /  follow
  4. Compare the text above to a description of the company from its own website.  Find features in the text (words, expressions, punctuation, structures) which give it cohesion.  Click here for the TOUS text.

Camper

Activity:  word-formation:  Use the words given in capitals in brackets to form a word that fits in the space.  There is an example (0)

Camper is a Spanish footwear brand with (0) …worldwide… (WIDE) appeal.  Its shoes are noticeably different from the (1) …………. (STREAM) but at the same time they are both (3) ……………… (COMFORT)and smart.   They offer an alternative to people who want shoes for informal situations which are not too (4) …………….. (SPORT).

Camper always keeps its collection fresh by coming up with new models which always have the (5) ……………… (DISTINCTION) Camper style.  It’s difficult to (6) ………………….. (REPLICATION) a Camper shoe but they are (6) …………… (INSTANT) (7) …………… (RECOGNISE).  Camper has (8) ………….. (TRUE) created something with a style of their own in the footwear segment.  Colourful, stylish and (9) …………….. (TREND) – another Spanish success story. 

VIPS restaurants

Activity:  Make the sentences below into a coherent text by putting them into a logical order.  The sentences have been organised in groups of 3 or 4 which make paragraphs.

Paragraph 1:   

(a)  It is synonymous with convenience, cleanliness and choice, but what is it about VIPS that makes it cool? 

(b)  I will argue that a to meet the criteria of a cool brand, the brand does not necessarily have to be luxurious. 

(c)  Everyone in Madrid has heard of VIPS.

Paragraph 2: 

(a)  Regarding uniqueness, innovation and originality, VIPS is the only place in town where you can not only grab something to eat but also shop with an extended timetable.

(b)  Say you are looking for a last-minute present for someone’s birthday but most of the shops have already closed – VIPS has the answer.

(c)  Let’s look at each of the criteria in turn.

(d)  That means it is really convenient for customers.

(e)  That’s why VIPS has stood the test of time while other companies have sunk without a trace.

(f)  Say you want a meal but it’s too early or too late for most restaurants – you can always turn to VIPS.

(g)  Always open and always available; I would argue that reliability is a really important criteria for labelling something as ‘cool.’ 

Paragraph 3:

(a)  For me that fulfils the criteria of desirability and authenticity.

(b)  So, VIPS is safe bet when you are stuck for something to do.

(c)  The restaurants are always busy – that many people can’t be wrong!

(d)  It’s not just me who thinks so.

(e)  By filling a gap between Fast Food and more up-market restaurants, VIPS has ensured its popularity with people of all ages.

(f)  What’s more, while the food might not be out of this world, there’s variety and fresh ingredients which makes it great value for money.

Paragraph 4:

(a)  What about style?

(b)  However, what about the product mix?

(c)  Anywhere that you can go in to pick up some milk when you’ve run out on a Sunday and come back with a few good films to watch is cool in my book.  

(d)  Okay, I’ll admit that the atmosphere, the design, the uniforms, the lighting, none of them are particularly stylish.

(e)  From where I stand, style is choice.

Paragraph 5:

(a)  All things considered, to my mind, VIPS scores highly in all the criteria for a cool brand.

(b)  When it comes to building brand image and identity – that’s really cool.  

(c)  It might not be the first brand that comes to mind when you are trying to define what’s “cool”, but in my view it ticks all the boxes and adds extra value in terms of reliability.

Loreak Mendian

Activity:  There are unneccessary words hidden in the text.  Edit the text, deleting these words.

Loreak Mendian is a fashion brand that it is synonymous with original design and the key point is that it is also comfortable.  It is associated with surfing, especially around the Northern Spain.  The company started up in the port area of San Sebastian/Donostia selling T-shirts with a very simple designs in a Hip Hop style with a daisy logo on them.  In next to no time, these became must-have products.  From T-shirts they moved into hoodies which were stylish, comfortable and well-made.  They were took the world by storm.  However, the real sign of innovation in this brand has been the way in they have gradually upgraded their products.  They made them smarter and the materials got better too.  As a result of, the brand became more sophisticated and urban with stores opening in Paris and London.  To illustrate this shift from casual to premium, just think back to since ten years ago when the signature Loreak Mendian item was a hoodie.  Today you would spend £200 on a coat.  Despite of this change, the brand has maintained its philosophy from the very beginning.  For these reasons, Loreak Mendian are very true trend setters with a distinctive style whose clothes are the highly desirable.       

Answers:

Loreak Mendian is a fashion brand that it is synonymous with original design and the key point is that it is also comfortable.  It is associated with surfing, especially around the Northern Spain.  The company started up in the port area of San Sebastian/Donostia selling T-shirts with a very simple designs in a Hip Hop style with a daisy logo on them.  In next to no time, these became must-have products.  From T-shirts they moved into hoodies which were stylish, comfortable and well-made.  They were took the world by storm.  However, the real sign of innovation in this brand has been the way in they have gradually upgraded their products.  They made them smarter and the materials got better too.  As a result of, the brand became more sophisticated and urban with stores opening in Paris and London.  To illustrate this shift from casual to premium, just think back to since ten years ago when the signature Loreak Mendian item was a hoodie.  Today you would spend £200 on a coat.  Despite of this change, the brand has maintained its philosophy from the very beginning.  For these reasons, Loreak Mendian are very true trend setters with a distinctive style whose clothes are the highly desirable. 

Reading link:  read more about Loreak Mendian here.

More answers to follow in the comments section.

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2 Comments

Filed under Advanced Professional English, B2 - Professional English

2 responses to “Coolbrands (2) – Learner texts

  1. Pingback: Coolbrands (1) Introduction, reading and vocabulary « under (re)construction

  2. Alba

    Thanks Matt! Very nice exercise!

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