Oct 30th 2019

The Eighth ITALK Event

On the Oct 30th, 2019, the 8th ITALK organised by the Institute of Swiss International Branding-was held at the Detao Masters Academy, Shanghai. We were honored to invite Grace Shen from PwC and Jett Fu from AIRPOP as speakers to give speeches about luxury industry and new brands, ISIB students representatives as well as Dr. Christian Camenzind and Sophia Guo as special guests.

During the speech, Grace talked about employment standard and development trend of luxury and retail industry. She highlighted the importance of creativity and career planning. Jett analyzed opportunities for a new brand under the new consumption trend which let students think in depth during his speech. There are three ISIB students representatives who shared their learning experience after two speakers.

In the end, Dr. Christian Camenzind, investor and independent board member of Credit Suisse and Sophia Guo, Manager of PwC Innovation Centre highly spoke of ISIB students and showed his huge support to ITALK. Florin showed his appreciation to Grace and Jett and expected that ISIB students can have a deeper understanding in brand through learning.

Speaker Information

Grace Shen

Associate Director of You Plus Program in PwC

Grace has 20 years of experience in human resources for multinational companies. She has worked as a training manager in ZARA, Resource Development Manager in Louis Vuitton Group and Head of Human Resources Business Partners in Greater China of Victoria's Secret.

Jett Fu

Cofounder and CEO of AIRPOP, Cofunder of Tipping Point

Jett has worked as the senior manager in several European and American corporates which made him experienced in various fields such as research and development, engineering, marketing, sales and so on. He has also participated in many projects such as operating team building, corporate strategies M&A and oversea expansion with rich experience of team building and team managing under environment of B2B and B2C.



Speech Video
March 27th 2019

Cross Border UX - Adapting Cultural Differences to Create Experiences That Deliver

On March 27th, The 7th ITALK was held in Shanghai Institute of Visual Arts (SIVA)'s 'Big Eye' theatre, with over 500 people in the audience. Matthias Roebel, CEO and co-founder of Ming Labs, talked about UX (User eXperience) and its brand relevance.

Ming Labs is a digital innovation and transformation company. Describing his work with clients such as BMW, DENZA and Mapbox, Matthias emphasized the impact UX has on brand recognition, and explained the importance of this new discipline in the digital age.

Speaker Information

Speaker: Matthias Roebel

Matthias Roebel is the CEO and Co-founder of MING Labs, a digital innovation and transformation company with offices in Berlin, Munich, New York, Shanghai and Singapore. With over 65 digital experts globally, they build digital products that delight and digital businesses that deliver. Prior to founding MING Labs in 2011, Matthias served in executive positions at Bizsphere, Nortel, and IBM. Matthias holds a Master’s Degree in Political Science and German Literature from the University of Stuttgart.




Speech Video
11 May 2018

PwC Innovation Center

DeTao and PwC are joining together to cultivate young strategists as the sixth ITALK, an international speech event initiated by Prof. Florin Baeriswyl to connect students of the major ‘Brand Strategy & Management’ with enterprises took place at PwC’s Innovation Center in Shanghai on May 11, 2018.

Focusing on matching students with brand experts, Friday’s ITALK was joined by DeTao Master of Brand Strategy &Design Prof. Florin Baeriswyl, BYB Visual Merchandising Founder & CEO Giuseppe Univochi, PwC Senior Manager Erik Barnes, as well as over 100 learners from Brand Strategy Management program.

Speaker Information

Giuseppe Univochi

Founder & Creative Director

BYB Vision Merchandising



Erik Barnes

Senior Manager of PwC

BYou Plus Programme



Speech Video
25 Oct 2017

Dragon General Aviation Group

On October 25th, the 5th ITALK was held at Detao Shanghai Center. Diana Chou, founder and chairman of Dragon General Aviation Group Limited, was invited to deliver a speech.

Ms. Chou has been selling jets in China's market since 1999. With the expansion of her business, she created the brand "L'VOYAGE - your private journey concierge" over the next few years, including commercial charter and private jet travel.

As Ms. Chou cited in her speech, a brand which was thriving might not last. And a once-dead brand can revive.

The increasing growth of L'VOYAGE is not only because of the rapid development of China's economy and the expanding market, but also something UNIQUE in the minds of the customers, which makes them feel they are in safe hands.

In additition to the introduction of the three pillars of branding - truth, quality, and consistency - Ms. Chou expressed her own view on recent popular technologies such as big data and AI.

Prof. Baeriswyl also gave an opening remark at the 5th ITALK and expressed his sincere gratitude for Ms. Chou's contribution.

At the end, three student representatives gave a speech respecctively about their experience and learning at ISIB.

Speaker Information

DIANA CHOU, founder and chairman of Dragon General Aviation Group Limited, is the first woman to sell business jets in Asia. She founded private jet sales business Sino Private Aviation (SPAL) in 1999, and has helped to shape the development of the general aviation industry in Greater China for over 18 years.

Dragon General Aviation Group comprises of three aviation companies;

  • Aerochine Aviation | Helicopter acquisition and maintenance | http://www.aerochine.com/
  • L’VOYAGE | Private jet chartering and consultancy service | http://www.lvoyage.aero/
  • Aero Infinity | Aviation finance and consultancy | http://www.aero-infinity.com/

    Speech Video
    2 May 2017

    Power Station of Art

    Established on Oct. 1st, 2012, the Power Station of Art (PSA) is the first state-run museum dedicated to contemporary art in mainland China. It is also home to the Shanghai Biennale.

    Ms. Lily, education department director of the Power Station of Art(PSA), was invited to deliver forth ITALK speech on "PSA brand building and audience development" in the museum, introducing history and cultural connotations of the museum and integration of the industry. Lily explained that PSA focuses on brand specifications and unique brand positioning and persists on its own way throughout industry integration.

    In the questioning session, students asked how PSA identify its own positioning, Ms. Zhang replied: "Our positioning is biased towards academic research, thus each pavilion showcases its uniqueness to attract more viewers."

    Prof. Florin said: "It is the first time for ITALK presenting outside the school. With the help of ITALK, students are able to learn how to deliver a speech in public, sum up their own sentiments and gains and at the same time build a better understanding of the brand.

    Speech Video
    26 April 2017


    On the afternoon of April 26th, 2017, the third ITALK event was held at the Detao Masters Academy, Shanghai. In attendance was Oliver Peters, Senior Technician with Bosch.

    Boasting a history of over 130 years, Germany's Bosch Group remains a market leader in technology and maintenance services. Mr. Peters shared his valuable insights of how branding works on Bosch in the speech and willing to offer internship opportunities to ISIB students in Bosch headquarters.

    After Oliver's lecture, three student representatives were given the chance to speak for themselves on the progress they have made so far in their studies.

    Professor Florin Baeriswyl of ISIB concluded branding is initiated from inside to out. Bosch is a strong brand, he is keen to see ISIB students gain R&D experience at Bosch, which is important for branding.

    Speaker Information

    OLIVER PETERS, started at Bosch May 1st, 1996 as a product developer and project leader in around 25 projects for security and building technology. Senior expert in the IoT medical and care sector since 2008 in the corporate research of Bosch. Funder and consultant for a care startup project in China since 2014.


    Speech Video
    1 March 2017

    The Volevatch Saga

    It was our great honor to have in attendance Mr. Laurent Megret for a ITALK speech, the China Board Director of Volevatch in Paris - the only manufacturer of its kind registered by UNESCO as a Masterpiece of the Oral and Intangible Heritage of Humanity.

    Volevatch is a top luxury brand. It is a family owned handmade artisanal designer & manufacturer of fine bathroom fittings and fixtures. Household names: Bill Gates, Hubert de Givenchy, Brad Pitt and many others have commissioned Volevatch pieces. In the speech, Monsieur Megret introduced his sights into Volevatch USPs (unique selling proposition), discussing the facing challenges for the Volevatch and its marketing strategies.

    In the second section, students from the 3 years described what they have learnt in the process of their Brand Strategy course and their gains through it. "We study in the real business world, not just in academia", one freshman noted.

    Finally, Prof. Florin Baeriswyl explained that: forthcoming ITALK events will tackle different subjects related to branding. More top experts from various fields will help students adapt their academic know-how to daily situations.

    Speaker Information

    LAURENT MEGRET, a business leader & entrepreneur with over 25 years of international exposures in business developments, operations and executive management, committed to core business values, people and integrity, in bringing lifestyle brands onto their next level of growth.

    As a seasoned professional network strategist, Laurent's life extends across Paris, Hong Kong and Shanghai, where his strong expertise in running entire businesses and from Reinsurance Captive to Luxury industry, brought him to work with prestigious names including PAC Team Group, EATware, THG Paris, ImaginAction, Sticky Steps and Volevatch Paris.

    Speech Video
    2 November 2016

    Launch of ITALK

    ITALK - a new platform to match Brand Strategy Management students with business professionals - was launched at DeTao Academy, November 2nd 2016. The philosophy of Prof. Florin Baeriswyl is that students should learn how to adapt their academic know-how to daily situations.

    Anthony Shi - Development Manager of the Artyzen Hospitality Group - introduced the brand development of Artyzen Hospitality Group and revealed how Artyzen group gains popularity in the market and what would be the future trend for boutique hotels.

    Forthcoming ITALK events will tackle entirely different subjects related to branding, and some may be held in a different surroundings.

    Speaker Information

    ANTHONY SHI is a seasoned hotelier with 17 years of solid experience in operations, pre-opening management, and owner relationship handling. He has participated in the pre-opening projects of two upscale boutique hotels in China, which are JIA Shanghai Boutique Hotel and Hotel Indigo Shanghai on the Bund. Currently his role in Artyzen Group is to assist the Development team in sourcing, identifying and evaluating new project leads, and responsible for managing the pre-opening project of our new citizen M hotel in Shanghai MixC property. 

    During the speech he will introduce the brand development of Artyzen Hospitality Group and reveal how Artyzen group gains popularity in the market and what would be the future trend for boutique hotels.

    Speech Video