How we value things depends on how we perceive them. But can we really change our perception? Youri Sawerschel, brand strategist and educator, presents the art and science of branding and the central role it plays in creating perceived value. To illustrate his point, Yuri transforms a random pen into a meaningful mark. Supported by powerful storytelling and brilliant visuals, Youri's speech is a masterful demonstration of the power of brands. Youri Sawerschel is the founder and CEO of Creative Supply, a branding company with offices in Zurich and Paris. Youri has led projects focused on the creation, launch and management of 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 EPFL in Lausanne, ESSEC Business School in Paris, EHL (Lausanne/Singapore) and the 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 https://www.ted.com/tedx

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