Last summer I got on a train leaving Stockholm for Gothenburg. Together with freelancing project manager, planner and colleague Caroline Karlström I had a meeting set up with diving brand Poseidon. This was the start of a project where I truly had the opportunity to work with all aspects of branding and creative communication.
A dream project.
Ingvar Elfström, the founder of Poseidon back in 1958.
The Background
Back in 1958 this brand was founded by a young Swedish diver, Ingvar Elfström. Since then the brand has become famous for unique, different and great products. However over the last couple of years they’ve lost speed when it comes to innovation and marketing initiatives.
But then something happened. The company was bought by a small group of investors three years back. Headed by visionaire Kurt Sjöblom they set out on a journey – to develop the first ever automated rebreather for recreational divers.
This was why we were there. About a year from launch Kurt and his team felt they needed to do something about the brand. And after a successful meeting that actually started with me diving [click to continue…]
Right now I’m trying to find the time to finalize a couple of posts hidden among my drafts. However I’ve got a quite tight schedule right now with 4 exiting speaking appearances (and another 4 closed ones) where I’ll be speaking about future communication, social media, branding and creativity the coming 2 weeks.
So, if you wanna tap into my brain before Easter you’re probably better off meeting me in:
See you there?
Whatever you do and whatever you intend to accomplish in life one thing is for sure. It should be something you’re passionate about. Ask yourselves these 10 questions and if your answer is NO to any of them – quit and do something else.
- Am I doing what I love every day?
- Am I doing what I love every day?
- Am I doing what I love every day?
- Am I doing what I love every day?
- Am I doing what I love every day?
- Am I doing what I love every day?
- Am I doing what I love every day?
- Am I doing what I love every day?
- Am I doing what I love every day?
- Am I doing what I love every day?
You’ll see that once you start follow you dreams other people will notice a halo of energy forming around you. It’s the ‘halo of passion’. The halo of passion leads to success. Nothing is more true than this!
What are you waiting for?
Think social media and conversational marketing might be the next train to heaven for your brand but don’t know where to board? Well, here’s three social media marketing models that will make sure you’ll find your station.
If you wanna get moving into the social country of love where conversation rules you’ve gotta get one thing straight. Valuable content is king. Buying a loudspeaker and start tweeting wont get you anywhere. Swedish brands like Comhem and Boxer have effectively proven that just twittering the 140 sign language doesn’t earn you any followers. Every social network will provide you with it’s own possibilities and traps. A well executed strategy is a must or you’ll end up in a minefield.
Here are 3 models by Johan Ronnestam that will guide your brand towards a successful social media strategy.
3 Models That Will Guide You Into The Social Media Landscape
-
The Social Staircase
The Social Staircase is a model that focus on the overall process. It’s the stuff that pays for your ticket to love.
-
The Social Tool Matrix
Now you know what kind of presence your business needs. Now it’s time to map the tools to make sure you know what to keep your mouth shut, when to speak and when to listen.
-
The Social Viral Spiral
This is about speed. Spread that love I’m talking about below. But make sure you do it with finesse and timing. Create a couple of Social Viral Spirals and you’re ready to make out!
How your brand makes good use these three [click to continue…]
I am a Swede. We’re not supposed to say we’re good at something. In fact even when others say we’re good we’re not supposed to say that either. We even have a name for it – ‘Jantelagen‘.
But I’m not like other Swedes and on top of that I’m pretty darn proud about the fact that the readers of Microsoft Advertising and Indikats monthly newsletter have named me Swedens most influential authority within the field of digital communication and innovation. Thank you!
Read it in Swedish or English (Google Translated).
Winning clients is hard. Keeping them over time is even harder. Many of you might read this blog in order to do just that – win and keep clients. Then let me share my point of view on the subject.
How to hit your target
Innovation is what awards you with new accounts.
This is key. If your in a pitch situation you will not win by simply telling the client about your process, thoughts on strategy etc. The client have decided to try new blood and that means he/she wants just that – new blood. You will win clients by showing your [click to continue…]
While spending some time reading up on what the ‘fine art’ video photographer Vincent Lafore was up to I ran into a campaign by Canon placed on the video site Vimeo.
The concept called ‘The Story Beyond The Still’ is a perfect example on how brands could look into creating digital events rather than necessarily trying to pull traffic to their own sites.
Swedish brands as well as most brands seem preoccupied with trying to figure out how to get traffic to their campaign (often built in flash…) and brand sites. This is of course the number one strategy for any brand with an online business. But so far most brands do not have their business online so brand building and advertising is still what it’s [click to continue…]
