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[Music] this is a pen with no name no story and no identity to tell you the truth this is just a random pen that i bought during my last holidays and right now this pen has no power whatsoever to relate to you to your lives or to your aspirations but i think i can change that im not really a magician but i know something very powerful the way we value things depends on how we perceive them the way we value things depends on how we perceive them the art and science of changing perception is called branding branding is a bit like a magical power and today i would love to show you this power by transforming this random pen into a meaningful brand for this to happen well have to get a bit creative we will have to imagine that i am the founder of a pen company presenting to you a new pen brand all right lets do this hey guys do you still recognize the handwriting of your colleagues of your friends or even of your parents the sad truth is that we spend so much time on our screens that we
