State of the Brand #3: Nordic Equilibrium
Brandingmag sat down with branding experts from the exemplary Nordic countries of Europe to uncover the Nordic brand thinking – perceptions, struggles, opportunities, and solutions. Together with 7 guests from the Nordic countries – Norway, Sweden, Finland, and Denmark – we discuss how Nordic brands are built and try to catch a glimpse of their recipe for success.
State of the Brand
Experts reflect on the state of the branding industry in their particular region, highlighting fundamental rights and wrongs, along with possible solutions. Each edition tackles a different part of the world.
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Branding over Wine
Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.
In this Branding over Wine podcast episode, Obabiyi Fagade, commercial development manager of global brands at Heineken, explains the importance of embracing the local while remaining open to global influences. In Africa’s emerging markets, for example, marketers have the opportunity to elevate local cultures in their brands, but they must be open to change and outside influences to do so.
In this Branding over Wine podcast episode, Jim Misener, president at the agency 50,000feet, explores the crucial role of branding in the world of tech. He breaks down how the stories, values, and aesthetics of brands help people connect with and understand the technology that shapes their lives.
McDonald’s Global CCO @ DDB, part of CMC’s Advertising Hall of Fame, discusses his experience with building an efficient infrastructure of sharing creative ideas globally in the DDB network.
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Ingeborg Blaauw, Aviko’s intl. marketing manager, explains how the brand surpassed $1Billion by adding more value to the most generic of products – the potato. A case study on over a decade of outstanding marketing work.
Prof. Rachel Kennedy, founder and director of the Ehrenberg-Bass Institute for Marketing Science – the world’s largest center for research into marketing – explains evidence-based marketing; why advertising matters; how brands really grow; predictability of competition; and two important marketing laws.
Theo van Uffelen, seasoned marketer (Unilever, Coca-Cola) and European marketing manager at Yakult, talks about purpose; the role of marketing and branding in organizational cultures; how marketing and marketers have changed over the years; and how to build a high-performance (marketing) culture.
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Prof. dr. Koen Pauwels, Distinguished Professor of Marketing at Northeastern University, talks about how mature and emerging markets imply different levels of importance for a brand’s assets; what and when to measure; and much more – all through the lens of his impressive studies and work experience.
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Is it possible to anticipate changes in culture when it moves at such a rapid pace? This may be the wrong question to ask. Instead of trying to keep pace with culture, why not try to create it? Brand professionals can then seek innovative avenues—whether in the metaverse, Web3, or elsewhere—for the new things they wish to build.
Neuromarketing, which measures neural and physiological responses to certain stimuli, offers incredible insight into customer motivations, preferences, and decisions. It can empower creatives, reward strategists, and most importantly, satisfy customer needs on a profound level.
Hollywood promotes love and big gestures as if the latter leads to the former. But just as love needs to be proven through everyday actions, and not just the occasional big gesture, so should brands try to keep the spark alive with their consumers and fans. Easier said than done, right? Let’s see what the experts have to say.
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Using personas as target audience descriptors helps inspire clients, creatives, and internal marketing stakeholders, but if you want to win pitches or get marketing projects approved, inspiration is no longer enough. Clients and managers demand more and more that target audiences be based on facts and figures – and rightfully so.
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