Global branding is dead. Micro-branding is next

By Youri Sawerschel - Strategy & Branding Consultant at Bridge.over

8 March 2013

For a generation or more, branding has been regarded as an absolute must by hotel marketing professionals. But have we focused on branding the right things? Youri Sawerschel of Geneva-based consultancy bridge.over thinks maybe we have been missing an opportunity. Often in the hotel industry, branding is perceived as the "art of putting a logo everywhere." By placing their logos on every napkin, pen, bathrobe and amenity, hotel brands have become so ubiquitous that they have somewhat lost their soul and uniqueness.

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The Hotel Yearbook is a family of publications that call upon a wide-ranging group of senior executives, analysts, consultants and opinion leaders from all over the world to ask, "What lies ahead for the global hotel industry?" In The Hotel Yearbook - whether it is the highly respected annual edition or any of the special editions focusing on such critically important themes as technology, talent development, or the digital world - our forward-looking contributors share with readers the key trends and developments that they believe could have an impact on the performance of the hotel industry in the future. Visit

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Youri Sawerschel

Youri joined bridge.over in 2011 to strengthen the firm’s capabilities in marketing and design. Focusing on top-line growth, his fields of expertise cover strategic branding, concept development and business model generation. Solicited by global and small businesses for his creative thinking skills, he has been involved with projects in Europe, China and the Middle-East. Previously, besides several entrepreneur ventures, Youri has worked for Rocco Forte Hotels and Kempinski.