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Communicating our brand through effective language lexicon and messaging—version 1 Contents 1.1 INTRODUCTION 4.1 KEY MESSAGES THAT COMMUNICATE OUR BRAND Communicating our brand through effective language Fairmont is integrated with its communities; it offers great places to live, work and play. 2.1 THE FAIRMONT LEXICON Fairmont is the place for special occasions. Words and phrases that communicate Fairmont represents a classic timelessness. our brand Fairmont embodies a sense of place; 3.1 WORDS AND PHRASES it’s experiential. Authentically local Fairmont is genuine and welcoming, understated yet engaging. Unrivaled presence Engaging service 5.1 FOR MORE INFORMATION 1.1 Introduction 1 Communicating our brand through effective language The Fairmont brand is about creating an emotional OUR BRAND POSITIONING AS THE BASIS connection between us and our guests. Our goal is OF VERBAL COMMUNICATION to create an expectation of our company through The exact wording of our brand mission and our brand and then to exceed that expectation. brand d