How to brand anything | Youri Sawerschel | TEDxEHLLausanne

The way we value things depends on how we perceive them. But can we actually change perception? Brand Strategist and Educator, Youri Sawerschel, showcases the art and science of branding and the central role it plays in creating perceived value. To illustrate his point, Youri transforms a random pen into a meaningful brand. Backed by powerful storytelling and brilliant visuals, Youri’s talk is a masterful display of the power of brands. Youri Sawerschel is the Founder and CEO of Creative Supply, a branding company present in Zurich and Paris. Youri has driven projects focused on creating, launching and managing brands in Europe, China and the Middle-East. He has worked with brands as diverse as Kempinski Hotels, UBS, EPFL, Cemex, digitalswitzerland and Mondelez. Youri is a lecturer at the EPFL in Lausanne, the ESSEC Business School in Paris, EHL (Lausanne/Singapore) and Geneva School of Business (HEG). This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx

[@omomowoadeola6706]

This is by far the best branding course have ever seen in my life. Initially while watching him, I was a bit skeptical and thinking where is this guy heading. At the end I started wondering why doesn't this video have a million views yet. What I don't like though is the audience, they weren't vibing along with him, somehow they dulled my spirit but I love his optimism. I guess the reason I feel this is the best branding course is because I'm a brand Identity designer and this brings a new light of brand identity to me. Have always thought it's about the logo, the colours, the pictures, the icons, website and all, but now I know it's about the story, the why behind brand, it's about how the Hero touches us emotionally, inspires and motivates us to act positively. Trust me if this was an ad I would buy the pen book and perfume immediately and when travelling I would check in at We the thinkers Hotel and always take their coffee. Well, let me go check the Internet if this brand actually exists have got some thinking to do 😅 By the way to the man who made this presentation you deserve a million accolades don't mind the views and reaction of others this is real Gem.

[@100k-h7q]

why this video didn't explode on internet.. the best branding teaching video i've ever seen.

[@yourisawerschel4248]

Thanks a lot for your comment, I am touched. Fun fact: during the talk, the technical team didn’t set up my microphone properly so we had to reshoot the entire talk… As a result, the audience listened to the same talk twice…It was a shame because the audience reaction was awesome during the first take… 😢

[@chiganuggoo9929]

The mic still wasn't set up to give best quality even on second take...something was wrong, a shame the 'technical team' couldn't sort out basic 'technical issues' eh. Anyway, you got the message across and what a message it was. Thank you.

[@arminrobber9763]

Can I use your products? reaspect man

[@dennismolina1127]

A pen is a pen unless it is a Parker, the pen that successful people use. That is the power and magic of branding. If I am going to brand that pen, it will be named as GANDHI ", the "Pen of Revolution" with a tagline of "Rewriting History". Then, I am going to launch a brand marketing campaign that honors those leaders of non-violent and peaceful revolutions with the slogan of "Pen is mightier than sword." This pen will only be exclusive to those who are passionate about making a difference in the lives of others and create a positive change in the world. Therefore, it will be the most expensive pen in the world.

[@Mr-skill-learner]

Hyy Big Brother Can you do me a Favour

[@mr.kapasi1513]

Well done, brother. You learned it very fast. Wishing you a better future.

[@jshankar1098]

Ironically, for a pen what he claims are very true, but for many brands in reality, their products are merely superficial wrt to their branding. We used to live in a planet called earth, now we are just surviving in a huge market, where we have to sell to buy and buy to live and live to make and make to sell, just for the sake of it.

[@kingoffongpei]

Not much of a pitch as to why i should use YOUR pen versus ANY pen. Its easy to brand when you have the only product of its kind on the market. Branding is harder when its one of many. You telling me that it's THE pen for thinkers is one thing, which anyone will question and realize it's not true. That claim must be proven by my peers and people i look up to. Ironically, you appeal to my being a "thinker" by expecting me to abandon any critical thought. It's a fine attempt to summarize the thought behind branding, but not a good example of it actually being done well.

[@Sanpaku-san]

What if its a pen that's aesthetically designed, with beautiful straight lines and colored with a gradient, then it will be differentiated from all others

[@skanda-r5o]

I don't know why, but when I imagine myself seating in the audience, I think I still ain't convinced to buy the pen.

[@youssefaamira]

the goal is not to convince you to buy the pen , it was to explain branding.

[@redsunset2983]

it is not for sale lol

[@arlenehutchinson9259]

Branding is not for everyone it is for a specific tribe of people...your tribe.

[@koningking5169]

Well exactly, just the same as there are so many phone companies, there are also customers for those companies. Meaning, you are not the one he is selling that pen to.

[@aestheticisarelaxedpartofl5594]

To sell what you need is marketing more than branding. So without marketing of couse u wont be committed to buy it

[@MURATGURBUZ-t1m]

“the pen is not just a product, it’s the symbol of a movement”. like this mindset, so clever. branding alters the way we see things.. will use this for my company. really an excellent talk. thank you!

[@jzrisbae7282]

shush

[@m.s.9305]

Wow awesome speech, would never imagine to get so excited by just a pen 😄 I noticed branding is such a powerful tool. It indeed gives me a reason why I should engage with a product. Thanks for this inspiration!

[@jzrisbae7282]

shush

[@nuborn.studio]

The pen instantly reminds me of Wolf of Wallstreet

[@polokucoch8112]

Sustainable ink?? What is sustainable ink?

[@berkinbicak]

Not so sure why some people were hoping to be convinced to buy the pen at the end. This video is not at all trying to sell a pen. It is just showcasing a remarkable transformation of a random, basic product through branding, which the speaker also clearly discloses at the beginning. People seem to think "Branding = Sales/Marketing." But it is not. I personally very much enjoyed learning the basic elements of branding process and I think anyone who watches would understand it too as the speaker showcases it in such a simple way. After branded, you just can’t feel the same way about this pen any more, you see a much deeper context the pen is linked to.. Needless to say you can't create a brand in 10 minutes obviously. It takes years to build a brand… Then it is the duty of marketing/sales to promote and sell..

[@anaszekri8576]

where I can get this pen?

[@goodrobotsai]

Ohh this guy is good... I want this pen. OMG....

[@ardakaracik1858]

Explain Branding with a very unbranded and boring fashion. Good explanation thanks.

[@TatiSacramentoOficial]

Branding is about loyalty! Marketing attracts, and branding sustains.

[@AmberAlcivar]

Youri`s talk on branding is a game-changer, showing us how the right story can turn anything into gold. this is what Reputation House does it all too. They've got the magic touch for making brands shine online, just like Youri does with a pen.

[@nhraygeorge]

Awesome, Incredible 😂😊

[@tossybabatunde5137]

Mad 🔥🔥 This is mind-blowing From an ordinary pen

[@bradleykemp1105]

"We rely on auto correct to take responsibility for our mistakes" hit home 😂

[@yunemcel]

I am going to buy this pen right now

[@TheHuetchenspieler]

Wow! Next level "sell me this pen" 🤯

[@arlenehutchinson9259]

❤🙌🏾👏🏾👏🏾👏🏾 i want that pen 🖊 😅

[@SunSun-pf6wn]

Seriously, I want this pen right now.

[@ScotttheCyborg]

I bought a pen for my first real state transaction as an agent. I still have it and I only use it for signing real estate deals. It's part of the ritual.

[@HalimeYılmaz-y7w]

Fantastic video. I love how easy you explain how a brand is constructed. Thanks for the great inspiration..

[@Ilyass_0732]

excellent talk. thank you

[@JohnEsayas]

This video deserves better 👏👏👏

[@AntonCTO]

Wow, amazing! I can't wait for the HEC Paris Executive MBA elective! 2,5 days with Youri!

[@عبداللطيفالمعمري-خ3ش]

It's amazing speech, the speaker brilliant ✌️

[@CursiveCursing]

Brand: A name that reminds you of a story you’d like to see yourself starring in.

[@iammokoi]

That's pure gold

[@incigurbuz2897]

Very inspiring🙏🏻😊

[@jaapvanhuizen2572]

Wow. Very inspiring thoughts. Thank you Youri. Best wishes from Potsdam (near Berlin) 🙂

[@QiiiiAngel]

Amazing Speech! so lucky to have his course at EHL this year!

[@maximilianschwenck]

Wow!! What a great speech. Thank you.

[@LeylaYlmazGurbuz-ix5md]

Watched this with my family and had a huge aha moment about branding. Seriously inspired by this video 🙏🏻

[@John-tw3rj]

don't sell a product, sell an idea. - at least that's the lesson I got.

[@dennismolina1127]

Don't just sell a product but sell dreams, ideals, and aspirations where people are longing to be part of something bigger than themselves.

[@jardorocks]

Very powerful and insightful talk & presentation!

[@navidshah9567]

Does anyone know the Youri Sawerschel’s “three steps to marketing anything”

[@omaraniym]

Play it in 2X. You're welcome

[@bigjuan6994]

great work my brotha

[@michaelwoodmanart]

Clever stuff!

[@LvtanLevi]

mate this is really slow

[@AhmadLuthfiProfile]

I like your speech

[@Roszejewel]

What accent is that 😯

[@Zackyyyyyu]

Wakanda forever!

[@gh8001]

👏🏻👏🏻

[@eshu89]

Honestly I'm not convinced, alot much of words is useless when I'm not even need of a pen, everyone has a pen on their desks when my tasks are limited, even you put gold coating I would not buy because I'm not in need. I think this technique is too old to be selling.

[@emreguzelbeyoglu2290]

such an impressive talk 🎥👍🏻👌🏻

[@none0n]

Wow excellente

[@barangoktas6440]

A very good speech that everyone should listen to at least once.

[@berkinbicak]

👏👏

[@sheisrebel4930]

Kickass talk

[@aliijunas]

Most basic principle and example of marketing was paraphrased to last for 10 minutes

[@tatsianakuzmiankova2414]

an awesome speech!

[@zainabrampurawala9475]

we just saw an add that W we wanted to watch

[@harrypearle9781]

BEAUTIFUL, thanks so much. What about POLITICS and branding??? TRUMPISM as a brand, but DEMOCRATS lack a brand, so TRUMPISM wins !!! I fear for DEMOCRACY and perhaps this wonderful talk can help to save the USA, etc!

[@barangoktas6440]

🤩🤩🤩

[@designer_phanyloyse]

Simplesmente amei.

[@GREIF_YT_UA]

1:04 - poweah

[@francesca_hasin]

discorso perfetto

[@matthewelkhoury1064]

[@WEBUYUGLYAUTOS]

Thanks guy "I THINK" i will just go to dollar tree and buy my pen and paper there