Branding expert puts his stamp on Shanghai
Over the past four years, Florin Baeriswyl has traveled back and forth between Shanghai and Switzerland, spending a third of his time in town with students at Shanghai Institute of Visual Arts.
The world-renowned branding expert is the man behind the local university’s first Swiss dual education program — Brand Strategy and Management. The bachelor program, based on Baeriswyl’s idea, was revised by Shanghai Institute of Visual Arts and DeTao Masters Academy to fit local students and will be completed this month after four years.
“The education is based on the Swiss dual system called ‘teaching & training,’ meaning the students also get involved in case studies and businessrelated assignments,” the Swiss native says. “Training my (Shanghai) students over four years, I can see them thinking long-term and more strategically.”
Baeriswyl also initiated an international speech event called “ITALK” to connect students with business leaders and branding professionals.
Previous ITALKs involved industry leaders such as Diana Chou, founder of Dragon General Aviation Group; Oliver Peters, senior technician with Bosch; and Laurent Megret, Volevatch China’s board director.
Baeriswyl, who has helped clients as diverse as Nestle, Swissair, Red Bull and Deutsche Bank, is known for integrating design with communication to ensure the brand is seen, felt and remembered by consumers.
For his master class in Shanghai, Baeriswyl combined advanced methodologies and popular case projects with the experiences of global brands to cultivate talent to build up China’s own world-class brands.
He is also involved in the design of an official project entitled “Shanghai Brand.”
Although his schedule in town was packed, the energetic 58-year-old still managed to accept an exclusive interview with Shanghai Daily. is approaching one of the highestrated IPOs (initial public offering).
A: Training the left and right hemispheres of the brain was essential for my career.
Being analytical and structured as well as creative and innovative is key in branding.
Through my extensive experience in different fields of creative expression, I have been able to deepen my understanding of different perspectives and its relevance in branding.
A: The challenge is not solely on branding. It follows the patterns that we observe in nature, in life and therefore in business.
The essence is to translate complexity into something simple without losing its vital importance. This captures the significance of the idea, which makes it appealing to a largely ranged demographic and purpose.
A: I created the overall vision for the future Shanghai city brand, consisting of the Huangpu River, which serves as the nourishing vein of Shanghai’s prosperous development.
Parallel to this, it resembles a feature of traditional Chinese painting such as the (mountain and water) landscape painting, serving as the reflection of Pudong’s skyline, with the iconic Oriental Pearl TV Tower.
The idea of “reflection” further extends to a connotation of critical thinking and deep-rooted meaning, which is what Shanghai stands for as well a base for future values.