“You cannot make your logo green in hope of saving trees.”
– Martin Gran, Snohetta, Norway

What do you see when you think of the Nordic countries? Cold weather, minimalism, Ikea? These are not coincidental. “Make things that are functional or freeze to death,” says Söderhavet’s Erik Lidsheim.

The Nordics have developed a perfect balance between the modern way of business and their inherent ability to survive. Their brands address real customer needs, efficiently and elegantly. No wonder Nordic brands are so successful.

In our previous SOTB (Luminaries of Asia), we’ve seen how the cultural and commercial vastness of Asia – where product is still king – challenges Western marketing ideologies and brands’ ability to enter new markets, while simultaneously giving birth to some of the most iconic brands in the world (Sony, Samsung, or Toyota).

The 3rd State of the Brand zooms in on the Nordic countries of Europe, a region that excels at both product and brand, locally and internationally. Together with 7 guests from the Nordic countries – Norway, Sweden, Finland, and Denmark – we uncover the Nordic brand thinking – their perceptions, struggles, opportunities, and solutions – in the hope of catching a glimpse of their recipe for success.

Interested in learning more?
Download the new State of the Brand: Nordic Equilibrium, available here.