Feature articles about Oxford University Press around the world
Advancing knowledge and learning: English language teaching
28 September 2021
Following on from the launch of our new branding, our leaders tell us what this means for their business area, and why now is the right time to reimagine our role as a publisher, to meet the ever-changing needs of our customers and communities.
We recently unveiled our refreshed brand which gives us a wonderful opportunity to talk more about our commitment to our mission, and the many ways we advance knowledge and learning around the world. With so much change and challenge in education and language learning, it is more important than ever that the OUP brand lives at the heart of the English language learning community. Over decades we have built high levels of leadership and trust among that community and our materials are used by millions of customers worldwide, from pre-school children to adult learners, their teachers and parents, school owners, and government ministries.
We must never take our customers for granted, because when they make the decision to use our products and services, we know they have chosen OUP from a wide range of options. A powerful brand is always helpful when faced with such a choice and can create a sense of connection and belonging. Whether you believe in a brand’s cause, or just feel loyal to the products, it can be reassuring—even empowering—to know you are part of a community of like-minded people who share your enthusiasm and outlook.
I think these qualities are also important for people around the world who teach English. They are part of an international community with a shared belief in the power of English to open doors and unlock opportunities, and I have witnessed this first hand through my school visits over many years. It is always rewarding to see how teachers work with our products to help inspire their students. I will never forget being told by a teacher in Colombia about the life-changing impact learning English had on a pupil from a disadvantaged area of Bogota. Our brand speaks to this wider purpose, and the shared values that support it.
The OUP brand also has a powerful association with the English language, underpinned by the Oxford English Dictionary (OED); an unsurpassed guide to the meaning, history, and pronunciation of 600,000 words from across the English-speaking world. Our new branding not only encapsulates this achievement, but also looks to the important future role for the English language globally. Whether our customers are using our proven courses, or studying our latest thinking on classroom techniques, we give people the reassurance that their English language learning experience will be second-to-none. And as teachers and learners acclimatize to hybrid or pure digital teaching methods, they can feel confident that we will be with them on every step of that journey.
Peter Marshall, Managing Director of OUP's English Language Teaching division