Global branding is dead. Micro-branding is next | By Youri Sawerschel

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.