Dress your brand in quality…not quantity, when content explodes online.


Over the years I’ve spoken and written tons of times of the importance of content. The online world has been a Klondyke for people who early understood that when content is free to publish content will also be what drives traffic. And as most brands, part from a few exceptions didn’t really get this online has been an open field of eyes to harvest. The phrase ‘Content is king’ has been very true up until now. We’re in the middle of a shift and it spells quality.

Compare the change we’re going through right now to the change we saw in the early days of television. In the beginning you were prepared to watch any shit that was served. But as more channels started to compete suddenly you found yourselves being able to choose and then we saw how quality started to rule the world of content. It’s exactly what we’re seing online right now.

GoPro Hero 3. Suddenly everyone can create content. But can everyone create quality?  

I don’t know about you, but I find myself choosing carefully where to spend my time. Just because someone created something doesn’t appeal to me anymore. I want quality, I want to see something unique and something that really ads value. Quality not quantity is the only way forward if you wan’t to penetrate the social internet in the future. Quality we’ll like, comment and link to. Quantity will go by unnoticed.


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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.