Guest: Digge Zetterberg, Head of Communications at Frontify

Branding over Wine is hosted by Martin Schiere, an A-grade marketer himself and a regular Brandingmag contributor. Martin is a seasoned, hands-on manager and commercial leader with over 15 years of experience in accelerating or restoring growth to organizations. He combines cutting-edge strategies and marketing insights with practical implementation. His expertise definitely makes this podcast stand out.

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

Digge Zetterberg is the head of communications at brand management platform Frontify. Before Frontify, Digge held numerous management positions in the advertising and agency world, working with brands such as IKEA, Humanium Metal, and Haglöfs. She has covered the industry for trade press for more than 10 years and was head of Sweden’s biggest advertising award for five years. She really is one of the leading experts on Scandinavian brands.

In this episode, Digge and Martin talk 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].”

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