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…]
psst. You haven't missed the new app for kids aged 1-9 years old? It's created by my other company JAJDO.
Check it out in the App store
Quick note from London.
As always I’m on the look-out for new gadgets. This time it led me to the Apple concept store on regent street. And as expected I didn’t find anything new since Apple seldom surprise you instore. The new things turn up online first.
But what did make me go wow was the entire shopping experience. Apple are smart guys. They sell computers, ipods, harddrives etc, etc, etc. What better way to sell them than putting more than 200 computers hooked up online and letting people do what ever they please with them. This way people who loves Apple loves Apple even more when you get instant access. And people who have never used them will go bananas over the fact that you don’t have to buy an expensive internet connection card somewhere. And while using internet you learn about the products.
Inside the store there was also a genius bar where 20+ people help you with complex problems. And in the back of the store a new seminar about Apple products and services starts every 30 minutes.
So if you’re in charge of a brand and especially a in-store experience. Come here and breath the air filled with potential consumers.
