The Power of Branding

I can’t remember the last time I ate at McDonald’s in London. I am sure that whenever it was I would have scuttled in and out with my scarf over my head for fear of anyone I knew seeing me there. Healthy eating is all the rage these days – sushi, superfoods, smoothies, organic rice cakes. Hardly anybody I know would admit to enjoying the odd Big Mac. In fact, I would go so far as to admit that my friends and I are out-and-out fast food snobs.   So nobody was more surprised than me, after two weeks of living in south China, at my reaction on first seeing those golden arches on the red background. I marched straight in, ordered “yi ge hanbao” with fries and a coke and then devoured the lot in about twenty seconds flat. Not my finest moment. It was only after I guiltily screwed up my Big Mac wrapper that I realised I hadn’t actually seen the word “McDonald’s” written anywhere. The brand recognition was so strong that I had not questioned where I was for a second.   After that I began to notice the power of branding all around me. In the supermarket the only way I can tell if I’m buying toothpaste or face cream is thanks to the familiar blue squiggle of Colgate. Activia’s green and white packaged yoghurts soon found their way into my shopping basket and we are washing our clothes in Ariel powder for no other reason than I recognised the colours and logos. If you had asked me a month ago what colour a tub of Knorr chicken stock was I don’t think I would have had any idea but now those green and yellow pots with the red and white writing jump right off … Read more

Welcome event – New venue!

The White Hart pub on Drury Lane replaced Waxy’s as the new Monday welcome event venue this week when Laura B took the new students along for a celebratory drink and chat at the end of their first day. The welcome event is designed to allow students to spend some time with each other and an EC London staff member in a relaxed environment outside of school. It gives everyone a chance to mingle, to practise speaking and to ask staff all those questions that they were too afraid to ask in public! Come along and join us any Monday from 4:15 onwards – existing students and staff all welcome!