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Lesson
B2ENBuild the Brand: Marketing English and Persuasive Language
Create a brand from scratch, analyse why some brands succeed and others fail, and pitch your brand to a sceptical audience. Master persuasive language, marketing vocabulary, and the art of turning an idea into a story people buy. A practical B2 English lesson on branding, marketing vocabulary, and persuasive communication. Ideal for adult learners, English tutors, and language schools.
How this lesson works
Students participate
Students interact directly with the lesson — responding, speaking, solving tasks, making decisions and joining activities.
You see what is happening
See student responses, answers, mistakes and activity in real time where supported.
You guide the experience
Guide the lesson, manage activities and timing, and respond to what students are doing where supported.
Everyone participates
Students actively contribute and interact instead of simply consuming lesson content.
Brand Myths — True or False? True/False
True or False
- Nike's "Just Do It" slogan was inspired by the last words of a convicted murderer.True
- Coca-Cola was originally green.False
- Apple's first logo showed Isaac Newton sitting under a tree.True
- Google's original name was "BackRub."True
- The McDonald's golden arches were designed to look like french fries from above.False
- Amazon's logo has an arrow from A to Z because they sell everything.True
- IKEA is named after the founder's initials and the farm where he grew up.True
- Starbucks was originally going to be called "Cargo House."False
Branding vs Marketing — Know the Difference. Sorting
Sorting
Branding:
Marketing:
From Idea to Icon — Building a Brand. Sequence
Sequence
- Identify your target audience — who exactly are you trying to reach?
- Define your unique value proposition — why should they choose you over competitors?
- Choose a name, logo, and visual identity that reflect your brand personality
- Develop your brand voice — how do you sound in every message, post, and email?
- Create your core message — one sentence that captures what you stand for
Lesson Board
Lesson Board
Four Brands, Four Stories. Jigsaw Reading
Jigsaw Reading
The Rebel
FreshCut launched as an anti-barber barbershop. Their slogan: "Your barber is lying to you." They posted viral videos exposing overpriced haircuts and then offered a transparent pricing model — every service listed with exact time and cost, no hidden fees. Their social media was aggressive and funny. Traditional barbers hated them. Customers loved the honesty. They grew from 1 shop to 40 in three years. Then a major franchise offered to buy them. They said no and posted the rejection letter on Instagram. It got 2 million likes.
The Storyteller
Kōji was a Japanese tea company nobody had heard of. Instead of competing on price, they built their entire brand around one 89-year-old tea farmer named Hiroshi. They filmed him picking leaves, explained his 60-year craft, and turned every tea packet into a chapter of his story. Customers weren't buying tea — they were buying Hiroshi's lifetime of dedication. When Hiroshi passed away at 91, the company posted a single black-and-white photo with no words. It became the most shared post in the brand's history. Sales doubled that month.
The Copycat
QuickBite launched a meal delivery service almost identical to three existing competitors. Same model, same prices, same menu. Their only difference: they guaranteed delivery in 15 minutes or the meal was free. They lost money on every late delivery for the first year. Investors were nervous. But the guarantee became the brand. People chose QuickBite not because the food was better — it wasn't — but because the promise was clear and bold. By year two, their delivery accuracy hit 94% and the free meals dropped to 6% of orders. By year three, one of the competitors they copied bought them for €120 million.
The Failure
GreenGlow launched a "luxury sustainable" skincare brand. Everything was eco-friendly, cruelty-free, and beautifully packaged. Their Instagram looked perfect. They hired influencers who posted about "saving the planet one moisturiser at a time." Then an independent journalist tested the products and found they were manufactured in the same factory as a budget supermarket brand — with nearly identical ingredients. The only difference was the label and a 400% price increase. The story went viral. GreenGlow shut down within six months. Their mistake: the brand was a story with no substance behind it.
Comprehension questions
- Which brand strategy was the smartest? Which was the riskiest?
- Which brand would you personally buy from? Why?
- Can you think of a real company that used a similar strategy?
Build Your Brand — The Challenge. Hidden Role
Hidden Role
Scenario
Your team has been hired to create a brand for a new product: a smart water bottle that tracks how much you drink, reminds you to hydrate, and connects to a fitness app. The product works well but looks boring and has no name, no identity, and no marketing plan. Your team must agree on: 1) Brand name 2) Target audience 3) Slogan 4) One key marketing message. But someone on the team has a different agenda...
The Creative Director
You want a bold, disruptive brand. You think the bottle should target young fitness influencers and have a provocative name that gets attention on TikTok. Think bright colours, edgy tone, viral content.
Secret goal: Push for a name that sounds fun and shareable. Reject anything that sounds "corporate" or "safe." Your priority is making the brand go viral, not making it profitable — but don't say that.
The Marketing Strategist
You want data-driven decisions. You know the biggest market for smart bottles is actually office workers aged 30-50 who forget to drink water, not fitness influencers. You have the research to prove it.
Secret goal: Push for a professional, clean brand that appeals to corporate wellness programmes. Use phrases like "The data shows..." and "Our target demographic is..." Your priority is long-term revenue, not viral moments.
The CEO
You funded this product with your own savings. You want it to succeed commercially. You like both creative and strategic approaches but you need to see a realistic path to revenue within 12 months.
Secret goal: Listen to both sides. Ask tough questions: "How do we make money from this?" and "What does success look like in year one?" Make the final call if the team can't agree.
The Investor's Spy
SpyYou were placed on this team by an investor who is secretly planning to sell the company to a large sports brand within 18 months. You need the brand to look attractive to that specific buyer.
Secret goal: Subtly push every decision toward a sporty, athletic brand identity — even if the data doesn't support it. Agree with the Creative Director on tone but push for a "premium" look. Disagree with anything that makes the brand look too niche or corporate. Never reveal who sent you or why.
Why Edugine?
Turn your lessons into experiences.
Edugine helps tutors create and run live learning experiences where students actively participate, interact and collaborate — while tutors see what students are doing and guide the lesson in real time.