branding

Walk into an IKEA anywhere in the world, and you are stepping into a carefully constructed version of Sweden. The surprise is not that IKEA built a global brand from that idea. The surprise is how few other Nordic companies have tried. Read more »

Listeds met Joel Huttunen, who has been responsible for successful Nordic brands in both B2B and B2C contexts throughout his career. Based in Denmark, he shares his insights on what Finnish companies can learn about brand building and marketing. “If you want a brand to perform, the first question is whether the organization is truly committed to building it and being brave internally. Brand has to become a leadership tool – and one that leaders actually use.” Read more »

“Five and a half million people with modest purchasing power and even weaker willingness to spend,” says Riku Vassinen, CEO of marketing communications agency Hasan and Partners, describing the Finnish market. It is, he adds, “a difficult combination. The market exists elsewhere.” Read more »

Strategy is no longer an annual exercise or a controlled process with a beginning and an end. It sits permanently on the board table, constantly challenged by forces that move faster than corporate cycles. Among these forces, one has become utterly inescapable: artificial intelligence. Read more »