Here's an article I wrote for Superbrands that was published last week on their blog. 

As somebody working in marketing it is very likely that you are drowning in everyday problems. And if you’re like most other companies, it’s also very likely that the solutions you’re working on deal with yesterday’s problems rather than capturing [...]

Inspired by friend of mine (a laid-back creative director, now who would have guessed that?), I've been thrown in to the esoteric world of hi-fi products (still the affordable end of it though). 

This world is quite the opposite of modern branding. Product quality rules and package design looks like shit. I really hope [...]

Most non-iconic brands have strategy documents that look something like this. 

My guess is that defining brand values is more of an exercise in wishful thinking than anything. Sort of like defining how the perfect man/woman should be like. Doesn't hurt to throw in a couple of extra keywords does it? 

Cases where brands take core [...]

Classic finance theory states that the higher risk you're willing to take, the higher will be the potential return. And although the world of communications doesn't use advanced equations or formulas to calculate risks, the same relationship between creative risk and potential award holds (both in terms of efficiency and profits for the client and [...]

Strategy is often a misused word, but strategy simply answers the question: how? So in today's world of communications clarity of thought and execution is more important than ever.

In the 90s ago brand strategy used to be the domain of the "full-service" agency, but when agencies became more disintegrated and specialised into creative shops, the ownership [...]

A bit hard to explain in English, so never mind if you don't understand Swedish. 

The worse our weekdays are, the more precious our weekends become. So in recession times, brands can be more useful than ever. I'm not talking about the obvious consumption like alcoholic beverages, but a full spectrum of innovations  that make life easier and more enjoyable for city people, depending on what brand you are. Think [...]

There's certainly no shortage on stuff on social media out there, but here's a presentation that manages to puts everything into context without any hype. Made by the strategy department of German Scholz & Friends. A recommended read for any agency planner, media strategist or client.