Summary: KIWI PHOTO Ceilidh in St Matthew’s Church, Auckland, October 2012 ACADEMIC WORD When you are inspired, it means that someone or something gave you a feeling of energy and creativity. Sometimes dreams, relationships and nature have been the source of inspiration for many artists, composers and writers. However, there is a famous saying by the American inventor Thomas Edison that success is 1% inspiration and 99% perspiration, which means that even if you are inspired, you still need to work hard. TEST Here are FOUR sentences with the word of the day. But only THREE are correct. Which is the Odd One Out? The idea for the slogan came in a sudden flash of inspiration, after I’d almost given up on the project. I think I need to leave this report aside for a few days; I’m just lacking the inspiration to come up with anything interesting to say. Our team has drawn inspiration from traditional Māori carvings as well as from classic modernist themes. We’ve worked hard to build the inspiration which is one of the core brand values of this organisation. PRACTICE What are the most important sources of inspiration for your work? Have you ever managed to inspire others? KIWI QUIZ Which New Zealand director has completed filming of ‘The Hobbit’ in Wellington this year? Sir Peter Jackson / Hugh Jackman / Jack Sparrow VIDEO This is a short presentation from the TED site by a German marketing director, Tim Leberecht. He talks about the risks and opportunities of a more open approach to brands. You can see the video by clicking on this link. Pause the podcast so that you can listen to the video and answer the questions below. Then play the podcast again to hear the answers to the questions. 1) What percentage of employees agreed that they felt inspired by the firm they worked for? less than one in twenty approximately a quarter more than half 2) A traditional definition of a brand is what customers say about you ____ to your face behind your back at the top of their voice 3) Social media has given organisations control over _______ customer loyalty in an online environment transparent communications between customers the loss of control of their brand 4) A rock band, a chocolate company and a global IT company are used as examples of giving customers ________ control restrictions surprises 5) The innovative campaigns by the outdoor clothing company, Patagonia, were designed to increase _______ advertising brand value sales 6) Restricting choice can be a way of making work, products or services more ______ abundant traditional meaningful 7) A travel company, an airline and a florist are examples of companies which give customers _________ surprises control discounts 8) The innovation at Tim’s company, frog, has a _______ purpose. charitable marketing social 9) Tim feels that in an increasingly open environment, companies need to focus more strongly on their ________ competitive advantage sustainable energy core values 10) Which gesture does Tim feel best represents the attitude that organisations should adopt towards the external environment? a smile a shrug a handshake
