How to brand anything | Youri Sawerschel | TEDxEHLLausanne

Get out the BS shovel. No sale ... way too far out to have any credibility! Better to pitch the "random" pen (with recycled aluminium & special red color no less) as a symbol of YOUR PERSONAL BRAND, your particularity, your perspicacity? I did like the discussion of collateral material (note pads, thought pieces), but coffee spa and hotel ... well ... anything is possible, I suppose.

well presented!

This is really brilliant sir... The story telling, the archetype! Its profound!

He could sell me a pen

Goddam.. this is so heart warming!!! I'll never look at the brands the same way again

Wakanda forever!

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

👏🏻👏🏻

I like your speech

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

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

Awesome, Incredible 😂😊

mate this is really slow

❤🙌🏾👏🏾👏🏾👏🏾 i want that pen 🖊 😅

What accent is that 😯

we just saw an add that W we wanted to watch

Wow! Next level "sell me this pen" 🤯

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… 😢

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.

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.

Play it in 2X. You're welcome

That's pure gold

Very powerful and insightful talk & presentation!

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.

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

Clever stuff!

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

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..

Wow!! What a great speech. Thank you.

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.

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.

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.

This video deserves better 👏👏👏

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

Sustainable ink?? What is sustainable ink?

excellent talk. thank you

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.

an awesome speech!

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

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

Wow excellente

The pen instantly reminds me of Wolf of Wallstreet

I am going to buy this pen right now

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

Seriously, I want this pen right now.

It's amazing speech, the speaker brilliant ✌️

great work my brotha

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

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