Why Are Scandinavian Brands so Successful?


“Some of the values of these companies are also something that speaks to a lot of people.”

Digge Zetterberg, Frontify’s head of communications, talks about what makes Scandinavian brands so successful – from the relationship between brands and societal values to democratizing products, and everything in between:

  • Scandinavian values and egalitarianism;
  • Democratic design and cross-team collaboration;
  • Sociocultural differences inside and between countries;
  • Examples from IKEA, H&M, and others.

“A lot of these [Scandinavian] brands and a lot of these companies are very good at [cross-team collaboration].” — Digge Zetterberg

Listen to the podcast on your favorite platforms

Back to episodes

Please register to be able to use favorites.

Don’t have an account? Register.


We're doing a bit of soul-searching to better know our readers and improve your experience. Please take this 2-min survey and you might just WIN the first edition of our new eBook series: State of the Brand!

Use the Bm | Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.News websites.

Got it
MailChimp error message holder
Got it

Ad block

We noticed you're using an ad blocker. Totally understandable, but our ads are minimal, always relevant, and a great help for supporting our ongoing efforts to narrate a quality discussion around branding.

Please consider disabling your ad blocker or sign up/sign in before diving into our exclusive insights:

We use cookies to help us improve, promote, and protect our services. By continuing to use Our Sites, you agree to our Cookie Policy Learn more

We like you. You like us. Sign up for our weekly newsletter.
* indicates required