We’re in the midst of a paradigm shift. In Sweden and around the world advertising agencies are fighting over clients. As I’m meeting brands both in- and outside Sweden I’m often approached by major brand owners asking me which agency I would recommend. Most of them complain over the fact that the big agencies of today still haven’t got what digital is all about while the digital agencies haven’t got what branding and communication truly is about.
Behind the scenes great brands are switching agencies like I used to switch dipers on my kids a couple of years ago. This is not a good thing. Great communication is built upon good relations between agency and client and a deep understanding of what the brand you’re supposed to communicate stands for. So how do you [click to continue…]
Today my beloved daughter Ebba turned 8 years. It’s scary how time flies. Woke her up at AM 0630. We had a lovely morning with a small celebration before school.
Ebba 8. I love you!
Then off to the south parts of Stockholm. Had a great morning meeting with Fredrik ‘Benke’ Rydman. We’re planning [click to continue…]
A brand I haven’t created or believe in. I did however shoot the photo on a cemetery on Ireland not far from my favorite surfing spot.
I’ve had the privilege of being involved in many different brand projects that have resulted in logos, graphical guidelines, advertising, POS, digital platforms, interior decoration, products, organisational impacts and future strategies. I’ve created and launched new brands and repositioned existing ones. My experience also stretches from being responsible for the hands on design process to creating entire brand platforms including strategies on how to communicate and implementing brands.
I first had the privilege to work with branding in 1995. Back in those days I was probably taking on to much responsibilities in relation to [click to continue…]
GoPro. A brand that emotionally breaks through the buzz with all their communication. Here worn on my helmet in St Anton
Breaking through the buzz today is not easy. Everyone is looking for that golden solution that will make their brand go viral. We’re exposed to thousands of brands daily and very few actually makes an impact. The enemy spells rationality! Take a look around you. See anything worth having a chat about at work tomorrow? I didn’t [click to continue…]
If you’ve followed this blog and me for a while you know I’ve been heading the work of making one of Sweden’s newest brands come to life – The Marginalen Bank.
It’s a fantastic assignment where I’ve together with Caroline Karlström have been given the honor of both creating the actual brand as well as establish it and building it on the Swedish market. Read more about that here and here.
Today another chapter in the Marginalen Bank branding story was written.
This morning our latest move to continue differentiating the bank from it’s competitors went live. And I’m damn proud of the results. The challenge was to create a concept that continues to build the Marginalen Bank brand in a positive way and emotional way. We felt we needed to innovate the creative concept we had previously worked with and move beyond illustrations but still stay within the areas of art and creativity. With this in mind we created a new communication platform that truly emotionalizes the brand, creates awareness and hopefully creates positive results.
The idea: Have creative people within the cultural industry interpret different key aspects of Marginalen Bank’s business areas.
We teamed up with the fantastic dancer, and great personality Fredrik ‘Benke’ Rydman, more known to some of you for being one of the founders and creative leaders behind the dance group Bounce. (If you don’t know of Bounce chances are that you probably know about the Flashmob tribute Bounce performed when Michael Jackson died.) Today [click to continue…]
If you’re my brand: Never let me down. Keep on making me smile. Stay cool. Always surprise me. Change when you need to, but stay true to your heritage. Dress nice. Make sure I don’t have to hide our love. If you do something bad – stay honest and tell the truth cause I will forgive you. And finally! Never ever take me for granted.
Tokyo in sunrise – A Brand that didn’t let me down. Taken from my Instagram feed.
If you’ll stick to these simple guidelines – I’m prepared to spend the rest of my life with you and give you my all my love. If not – get lost!