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The Persuader
My personal blog, started in 2006. No paid or guest posts, no link sales.
Posts tagged ‘Stefan Engeseth’
03.01.2023
Hat tip to Stefan Engeseth on this one: an excellent podcast with author, historian and philosopher Yuval Noah Harari.
Among the topics he covers, as detailed in the summary in Linkedinâs The Next Big Idea:
âą AI is the first technology that can take power away from us
âą if we are not careful, AI and bioengineering will be used to create the worst totalitarian regimes in history
âą Be skeptical of technological determinism
We should be wary nowânot after these technologies have been fully realized.
I also checked into Business Ethics today, a site linked from the Jack Yan & Associates links’ section (which dates back to the 1990s). The lead item, syndicated from ProPublica, is entitled, âPorn, Privacy Fraud: What Lurks Inside Googleâs Black Box Ad Empireâ, subtitled, âGoogleâs ad business hides nearly all publishers it works with and where billions of ad dollars flow. We uncovered a network containing manga piracy, porn, fraud and disinformation.â
This should be no surprise to anyone who reads this blog; indeed, this should be no surprise to anyone who has had their eyes open and breathes. This opaque black box is full of abuse, funds disinformation, endangers democracy, and exposes personal data to dodgy parties. As I outlined earlier, someone in the legal profession with cojones and a ton of funding and time could demonstrate that Googleâs entire business should be subject to a massive negligence lawsuit. The authors of the article present more evidence that Google is being up to no good.
An excerpt, without revealing too much:
Last year, a marketer working for a Fortune 500 company launched a multimillion-dollar ad campaign âŠ
Over the next few months, Google placed more than 1.3 trillion of the companyâs ads on over 150,000 different websites and apps. The biggest recipient of ads â more than 49 million â was a website called PapayAds. The company was registered in Bulgaria less than two years ago and lists one employee, CEO Andrea De Donatis, on LinkedIn âŠ
It seems impossible that 49 million ads were legitimately placed and viewed on PapayAdsâ site over the span of several months ⊠âI donât have an explanation for this,â he said, adding that he does not recall receiving payment for such a large volume of ads.
I doubt this is isolated, and the story elaborates on how the scheme worked. And when Google realized its ads were winding up on inappropriate websites, the action it took was to keep doing it.

On a more positive note, I found out about Radio.garden in December on Mastodon (thank goodness for all the posts there these days, a far cry from when I joined in 2017) and have since been tuning in to RTHK Radio 1 in Hong Kong. I had no idea they even gave NZ dollarâUS dollar exchange rates as part of their business news! The interface is wonderful: just rotate the planet and place the city of your choice within the circular pointer. It works equally well on a cellphone, though only in portrait mode there. Youâd be amazed at what you can find, and I even listened to one of the pop stations in Jeddah.
My usual suspects are âfavouritedâ: KCSM in San Mateo, Sveriges Radio P1, and RNZ National here. I might add Rix FM from Stockholm but I seem to have grown up a little since the days when its music was targeted to me.
Itâs now been added to our company link list. Sadly, a few dead ones have had to be culled today. But I must say Radio.garden has been one of the best finds of 2022. Almost makes you want to surf to random sites again like we did in the 1990s.
Tags: 2022, 2023, advertising, AI, Doubleclick, ethics, fraud, Google, Hong Kong, Jack Yan & Associates, LinkedIn, online advertising, podcast, radio, Radio New Zealand, Stefan Engeseth, Stockholm, Sweden, technology, transparency Posted in business, culture, design, globalization, Hong Kong, internet, media, New Zealand, politics, Sweden, technology, USA | No Comments »
17.05.2022

[Originally posted in Lucire] Toward the end of next week, Panos Papadopoulosâs autobiography, Panos: My Life, My Odyssey, comes out in London, with an event in Stockholm following. This is an intimate memoir about Panosâs rise, from childhood poverty in Greece to the âking of swimwearâ in Scandinavia. Not only do I have an advance copy, I collaborated with Panos on it.
Iâm fascinated by autobiographies. When I was a teenager, I read Lee Iacoccaâs one, written with William Novak. I presume Novak interviewed Iacocca, or he worked with some additional notes, and ghosted for him. Whatever the case, it remains an engaging read, and I replaced my well worn paperback with a hardcover one a few years ago, when I spotted it at a charity fair. More recently I bought Don Blackâs autobiography, The Sanest Guy in the Room, and enjoyed that thoroughly.
Panos and I probably had a similar arrangement to Iacocca and Novak, whereby I interviewed and prompted him for some stories, and I wrote from copious notes that he gave me. Thereâs an entire chapter in there thatâs based on his reflections about the time he bought into a football team in Sweden, that he wrote in great detail himself soon after the events took place. Somehow over 10 months of 2021âthough the idea has been floating around for many years beforeâPanos and I created this eminently readable tale, the sort of autobiography I would like to read.
Of course we start in Greece in 1958, and how a young lad, who begins working at age five alongside his mother as she cleaned an office, finds poverty a torment, and vows to get himself out of it. He also cannot tolerate injustice, and attempts to expose pollution, workplace accidents, and corruptionâonly to find himself and his parents harassed. By his late teens, after taking an interrail journey to northern Europe, he finds an opportunity to study in Sweden.
Itâs not âthe rest is historyâ, as Panos works in kitchens, washing dishes and peeling potatoes. He also finds gigs as a prison guard, a parole officer, a rest home carer, and a substitute teacher.
His first taste of fame is for a postgraduate sociology paper, where he examines the importance of clothing in nighttime disco settings, which captures the imagination of major newspapers and TV networks.
Finding dissatisfaction and frustration working in health care for the city of Göteborg, he seized upon an idea one day when spying just how drab the beaches were in Sweden: beautiful bodies covered in monochrome swimwear.
Injecting colour on to the beaches through his Panos Emporio swimwear label wasnât an overnight success, and Panos elaborates on his story with the sort of passion you would expect from a Greek native, capturing your attention and leaving you wanting more.
He reveals his secrets about how he lifted himself out of poverty, creating a company given a platinum rating in Sweden, an honour reserved only for the top 450, out of half a million limited-liability companies there.
Read about how he managed his first sales despite doubts from the entire industry, how he secured Jannike Björlingâthen Swedenâs most sought-after woman, photographed constantly by the paparazziâas Panos Emporioâs model, and how he followed up with securing Victoria Silvstedt, just as she was about to become world-famous posing for Playboy.
By 1996, 10 years into his labelâs journey, and with the release of the Paillot (still offered in the Panos Emporio range today), the press dubbed him âthe king of swimwearâ, but he wasnât done yet.
More high-profile models followed, and thereâs even an encounter with Whitney Houston, revealed for the first time in the book. There are royal encounters, with former King Constantine II, and Swedenâs HM King Carl XVI Gustaf and HM Queen Sofia. HSH Princess StĂ©phanie almost makes it into the book.
There are touching moments, too, such as his heartfelt recollection of his friendship with Jean-Louis Dumas, the chairman of HermĂšs, and his wife Rena.
Weâve known each other for over 20 years, and from the start he complimented me on my writing, so I have a feeling he wanted me for this task for some time. We’ve both had to start businesses from scratch, and we did them away from our countries of birth. Additionally, he knew I grew up amongst Greeks so I had more than an average insight into his culture. Weâve talked about it numerous times, maybe as far back as 2016, when Panos Emporio celebrated its 30th anniversary. Iâm very grateful for that. There were obviously stories I knew, since I interviewed him about them over the years, but plenty I did not, and they form the bulk of this 320 pp. book, published by LID Publishing of London, and released on May 26. A party in Stockholm follows on May 31.
Technically, the process was an easy collaboration as Panos and I shared notes and written manuscripts back and forth, and I had the privilege to lay it out and edit the photos as well. The whole book was typed out on WordPerfect, which gave an almost perfect re-creation of how the copyfitting would go in InDesign, unlike Wordâfor a while others doubted I could fit the contents into the agreed page length, since they couldnât see it in the same format that I did. Martin Majoorâs FF Nexus Serif is used for the body text. And, while hardly anyone probably cares about such things, I managed to deliver it so the printer could do the book without wasting paper with the right page impositions. I know what it’s like to have printing bills.
My Life, My Odyssey was the working title, but it seems LID liked it enough to retain it for the final product. I wanted to retitle it Panos: Who Designs Wins, but the experts in charge of sales preferred the working title. âWho designs winsâ appears on the back cover, so itâs still getting out there!
Caroline Li, LIDâs designer, did the cover, and I followed her lead with the headline typeface choice; and Martin Liu, who Iâve known from Stefan Engesethâs many books, published and coordinated. Iâm grateful to the watchful eye and coordination of Aiyana Curtis, who oversaw the production stage and did the first edit; she also engaged the copy editor and proofreader, who turned my stubborn Hartâs Rules-compliant text into LIDâs house style.
I see from her rĂ©sumĂ© that Aiyana had done some work here in Aotearoa, and Caroline and Martin, like me, have Hong Kong roots, so we all probably had some things in common that made the process easier. It was particularly easy to understand Carolineâs design approach, and as someone who had done mock covers while we were trying out potential photos, I will say hers is infinitely superior to mine. Similarly, I understood Martinâs business approach from day one.
The final manuscript was done in October 2021 and weâve spent the last few months doing production, shooting the cover, and preparing for the launch, where LIDâs Teya Ucherdzhieva has ably been working on a marketing plan. Panos himself, never one to do things by halves, has thrown himself into doing the launch, and it promises to be an excellent event.
For those whoâd like to get their hands on a copy, Amazon UK and Barnes & Noble are retailing Panos: My Life, My Odyssey, and a US launch is slated for October (Amazon and other retailers will have it in their catalogues).
Tags: 2021, 2022, book, business, celebrity, England, fashion, friends, Göteborg, HermĂšs, history, LID Publishing, London, Lucire, modelling, Panos Emporio, Panos Papadopoulos, retail, sport, Stefan Engeseth, Stockholm, Sweden, UK, Victoria Silvstedt Posted in business, culture, design, media, publishing, Sweden, typography, UK | No Comments »
13.04.2022
I always thought One: a Consumer Revolution for Business was one of Stefan Engesethâs best books, if not the best.
He recently posted on Linkedin: âreaders have told me that the book can lead to a better understanding of people and society (which can end wars).â In the interests of peace, he thought heâd give away his book for free, as a PDF, subtly retitled One: a Consumer Revolution for Peace.
âI originally wrote the book to start a consumer revolution,â he says. âAnd today it is consumers, through social media, who are demanding nations to end wars. I have thought about updating the book, but now I realize that the content could be the DNA for change and to build a better future on.â
Hereâs his original Linkedin post, and you can grab your copy of this excellent book here.
Tags: 2000s, 2005, 2022, antiwar, book, business, marketing, peace, Stefan Engeseth, Stockholm, Sweden Posted in business, marketing, Sweden | 2 Comments »
01.02.2018

I’m getting a buzz seeing how little I update social media now. Around February 2016 I began updating Tumblr far less; I’ve gone from dozens of posts per month to four in December 2017 and seven in January 2018. (Here’s my Tumblr archive.) Facebook, as many of you know, is a thing of the past for me (as far as my personal wall is concerned), though that was helped along by Facebook itself. However, I’m still a pretty heavy Instagram user, and I continue to Tweetâthough with Twitter’s analytics telling you how much you’re up or down over the previous month, it might be a challenge to see if I can get that down by 100 per cent next. (It won’t happen any time soon, but if Twitter continues on its current path over its policies, it might come sooner rather than later.)
I’m wondering if the next badge of honour is how much you can de-socialize yourself, and for those of us with web presences (such as this blog), bringing traffic to your own spaces. Why? It’s all about credibility and authenticity. And I’m not sure if the fleeting nature of social media provides them, at least not for me.
Now in an age where so many are trying to be an “influencer”, then wouldn’t we expect the tide to turn against the shallow, fleeting posters in favour of something deeper and more considered? After all, marketing seeks authenticityâit has for a long time. What is authentic about a social media influencer who changes clothes multiple times a day out of obligation to sponsors? Even if they reach millions, did it really connect with audiences on a deeper level or did it simply seem forced?
I can understand how, initially, social media were real connectors, allowing people to connect one on one and have a conversation. It seemed logical that marketing would head that way, going from one-to-many, to something more personalized, then (as Stefan Engeseth has posited for a long time) to one where brand and audience were on the same side, trying to find shared values (let’s call it ‘oneness’). At a time social media looked like it would help things along. But has it really? Influencers are less interested in being on the same side than being on the other side, in an adaptation of the one-to-many model. It’s just that that model itself has become democratized, so a single person has the means of reaching millions without a traditional intermediary (e.g. the media). There’s nothing really wrong with that, as long as we see it for what it is: a communications’ channel. Nothing new there.
Some are doing it right in pursuing oneness with their audiences by posting just on a single topic, updating honestly about their everyday livesâmy good friend Summer Rayne Oakes comes to mind with her Homestead Brooklyn account, and has stayed on-message with what she stands for and her message for over a decade. Within the world of Instagram, this is a “deeper” level, sharing values in an effort to connect and be on the same side as her audience. However, she isn’t solely using Instagram; other media back her up. Hers is a fantastic example of how to market and influence in the context I’m describing, so there is still a point to these social media services. But for every Summer Rayne there are many, many who are gathering attention for no values that I can fathomâit has all been about the numbers of followers and looking attractive.
I haven’t a problem with their choiceâit is their space, after allâbut we shouldn’t pretend that these are media that have allowed more authentic conversations to take place. Marketers should know this. These messages aren’t customized or personalized. Algorithms will rank them so audiences get a positive hit that their own preferences are being validated, just like any internet medium that places us in bubbles. The authenticity is relative: because no party has come between the communicator and the audience, then it’s unfiltered, and in that respect it’s first-hand versus second-hand. But how many times was that message rehearsed? How many photos were taken before that one was selected? It’s “unreality”.
There are so many such social media presences now, and crowded media are not places where people can have a decent connection with audiences. Some with millions of usersâI’m thinking of young modelsâmight not even be reaching the target audience that companies expected of them. Is what they wear really going to be relevant to someone of the opposite sex browsing for eye candy? That isn’t a genuine conversation.
Don’t look to my Instagram for any clues, eitherâI use it for leisure and not for marketing. I don’t have the ambition of being a social media influencer: I’m happy with what I do have to get my viewpoints across.
And I don’t know what’s next. I see social media decentralizing and people taking charge of their privacy more, even if most people are happy to have the authorities snoop on their conversations. Mastodon has been pretty good so far, because it hasn’t attracted everyone. The few who are there are having respectful conversations, even if posts aren’t reaching the numbers they might on Twitter, and mutual respect can lead to authenticity. If, as a marketer, that’s not what you seek, that’s fine: there are plenty of accounts operating on audience numbers but not genuine conversationsâas long as you know what you’re getting into. But I believe marketing, and in particular branding, should form real relationships and dialogue. Not every life is the fantasy shown in social mediaâwe know that that’s not possible. One politician has coined the term ‘fake news’; and social media have “fake lives”, in amongst all the bots.
If these media become known for shallow connections “by the numbers”, then even those doing it right, forming those genuine conversations, may be compelled to move on, or at least value the social media services less because of what their brands stand for. Email is a great medium still, and you can still have great conversations on it, but email marketing isn’t as “sexy” as it was in the mid-1990s, because there’s more spam than legit messages. It takes skill to use it well and to build up a proper, consented email list. Social media are getting to a point where some big-number accounts are associated with shallowness, and the companies themselves (e.g. Facebook and Twitter) have policies and conduct that have the potential to taint our own brands.
In 2018, as at any other time, doing something well takes hard work. There is no magic medium.
Tags: 2018, authenticity, branding, Brooklyn, email, Facebook, future, Instagram, marketing, NY, social media, Stefan Engeseth, Summer Rayne Oakes, Tumblr, Twitter, USA, Yahoo! Posted in branding, business, culture, internet, marketing, media, technology, USA | No Comments »
11.12.2017
My good friend Stefan Engesethâs Sharkonomics hit China a year ago, and itâs been so successful that the second edition is now out. It looks smarter, too, with its red cover, and Iâm sure Chinese readers will get a decent taste of Stefanâs writing style, humour and thinking.
I even hope this will pave the way for translations of his earlier works, especially Detective Marketing and One: a Consumer Revolution for Business (the latter still remains my favourite of his marketing titles).
Iâve written a brief quote for Sharkonomics and the publisher (with some nudging from Stefan) has taken the time to make sure my Chinese name is accurately recorded, rather than a phonetic translation of my Anglo transliteration, which, of course, then wouldnât be my name.
Stefanâs inventive and innovative thinking might seem left-field sometimes, till some years pass and people realize he was right all along. Take, for example, Google wanting to build a high-tech neighbourhood in downtown Toronto, announced in October. Notwithstanding the hassles Google has created on its own turf in Silicon Valley, itâs the sort of project we might expect from the giant now. But would we have expected it in 2007? Probably not, except Stefan did.
In 2007 (though he actually first floated the idea a year earlier), Stefan blogged about his idea for Google Downtownâwhy not make real what Google Earth does virtually? Why not shop at places that already know all your personal preferences, if thatâs where things are heading? The town would have free wifi and youâd be paying for it with âyour selfâ (the space, Iâm sure, was intentional). In 2008, 500 people heard his plans at a conference and laughed. The following year, he met Eric Schmidt and mentioned it to him. Eric paused and didnât laughâand maybe the idea sunk in.
Itâs not the first time Stefan has hatched an idea and it gained legs, from Coca-Cola delivering its product through taps to Ikea making flat-pack fashionâboth have wound up being done, though the latter not quite in the way Stefan envisaged.

Tags: 2000s, 2016, 2017, author, book, Canada, China, Coca-Cola, Eric Schmidt, Finland, Google, Ikea, innovation, language, Ontario, publishing, Stefan Engeseth, Stockholm, Sweden, Toronto Posted in business, China, marketing, Sweden | 1 Comment »
12.08.2012
I’m glad to see that the third Foundation Forum’s notes (originally sent to me by Medinge life member Patrick Harris) are now public, which means I can refer to them. The latest one is on the Olympics, at a forum held in June, where the speakers were Olympic medallist Steve Williams, Dr Pete Bonfield, CEO of BRE, and Simon Scott, a former Royal Marine who coaches and advises Olympians and business leaders.
The triumph of the Olympic Delivery Authority (ODA) was delivering us a successful Games, which illustrated how an organization of 20 ramped up to 10,000, while maintaining an innovative culture and an ideal of collective purpose. An organization that could have been hampered by politicsâas the satire Twenty Twelve showed could be possibleâand actually achieved its goals at ÂŁ500 million under its ÂŁ9,000 million budget.
Its lessons are relevant to New Zealand, not just because we are a sporting nation whose teams have succeeded because of collective purpose, but that they remind us that it’s possible to take these ideas into business and even politics. Simon Caulkin at the Foundation summarized the main points as follows:
- Whether on the track or in the office, Olympic performance requires a whole systems approach in which all the parts are focused on a clear and single aim
- With science and determination, nurture can trump nature: only âdeliberate practiceâ can hone raw material into sustained performance, as in the Marines
- What goes on âoutside the boatâ is as important as what goes on inside. Values are part of performance
but one might go a bit further. The Foundation expands upon them, but what I take away from the session’s notes are:
- with the right leadership, and a strategy shared at every level, Olympian tasks can be achievedâbut it shows that that leadership needs to have the right attitude, charisma and empathy to understand how to make it beneficial to all parties, and all audiences;
- in sport, that collective purpose is easier to define; in business and in politics, it’s not. The trick is to put everyone on the same sideâthe One-ness that Stefan Engeseth wrote about in his book and which I cite regularly in my speeches and in my consulting workâso that a business, organizational or political objective is felt strongly by all;
- that realistic milestones need to be setâwhich goes without saying in management;
- and that the vision must be meaningful to all audiences, internal and externalâthe importance of “outside the boat”.
The London Games have been a success so far, and the next major event for the general public will be the closing ceremony. While my wish that a Benny Hill tribute with ‘Yakety Sax’ played to complete the London Games with an appropriate level of British culture might not be realized, I have faith in how it will be pulled off. The right ingredients seem to be present in the ODA, and I’m confident that the Organising Committee was similarly inspired.
Tags: 2012, charisma, England, leadership, London, management, Medinge Group, Olympics, Patrick Harris, politics, sport, Stefan Engeseth, the Foundation, UK, vision Posted in business, culture, leadership, New Zealand, politics, UK | 3 Comments »
22.02.2012
When I talked about Nicholas Ind’s book, Meaning at Work, a few weeks ago, I said there were two titles that I wanted to mention.
The second is by my friend Stefan Engeseth, who has followed up some very innovative titlesâDetective Marketing, One and The Fall of PR and the Rise of Advertisingâwith Sharkonomics.
The premise is simple: how have sharks survived millions of years, and can we learn any lessons from them for business?
I’ve been involved with Sharkonomics since Stefan pitched the idea, and I’ve had word of him heading down to South Africa to dive with the beasts.
I’ve dived with them, too, many years ago, except mine weren’t as treacherous as the ones he confronted.
A few of us, in endorsing his book, couldn’t help but use a bunch of shark puns. Don’t let them put you off.
He wants to get further word out and the first 100 people to do so will get the book for free (details here). You can read a brief summary about it here. It’s published by Marshall Cavendish, the people who published One. Also head to Sharkonomicsâ Facebook pageâthere’ll be more information on the upcoming launches and some of the great ideas Stefan has planned for them.
Tags: Amazon, book, business, Facebook, marketing, Marshall Cavendish, publishing, South Africa, Stefan Engeseth, Stockholm, Sweden Posted in business, marketing, Sweden | 3 Comments »
21.04.2011

Martin Lindeskog
Congratulations to my good friend Stefan Engeseth on reaching 1,000 posts on his blog today!
It’s even more of a milestone when you realize Stefan is not blogging in his native tongue. Add to that the fact that he suffers from dyslexia.
But we follow his blog because we admire several qualities about him: his willingness to examine new ideas; his open-mindedness; and his love of learning, and sharing that knowledge with us all.
You can add one more in my case: because he’s one of my closest friends and one of the most decent and generous human beings I have ever met.
Happy Easter, everyone!
Tags: author, blogosphere, branding, Detective Marketing, dyslexia, English, friendship, knowledge, language, marketing, Stefan Engeseth, Stockholm, Sweden, Web 2·0 Posted in branding, business, internet, leadership, marketing, publishing, Sweden | 4 Comments »
10.12.2010
There are probably two things, chiefly, that fuel support for Julian Assange.
First, the idea that the mainstream media are not independent, but merely mouthpieces for the establishment. There’s some truth to this.
Secondly, the fact that Wikileaks is revealing, this time, things that we already knew: that governments are two-faced.
While I have posted my reservations about Wikileaks elsewhere, the latest newsâthat the US and Red China collaborated on ensuring that COP15 would failâshows that governments are quite happy to follow the money, and be complicit with corporations who wish to continue polluting.
Creating transparencyâsomething I harped on about since joining the Medinge Group and writing in Beyond Branding with my colleaguesâis something I believe in, so knocking down a few walls and having certain suspicions confirmed are good things.
In the 2000s, the processes in our systems revealed that the Emperor had no clothes over at Enronâwhich prompted, in some respects, Beyond Brandingâand, more recently, that the sub-prime mortgage market was a crock.
Maybe it is about time that the processes revealed a few truths about government, and the very reasons so many of us mistrust them, or give politicians such a low rating in surveys.
The fact that despite the democratic ideal, many are not working for us.
On the 8th, Stefan Engeseth cheekily suggested on his blog that Wikileaks should be awarded the Nobel Peace Prize. Yesterday, Russia suggested that Julian Assange could receive its nomination.
Although Russia itself has come under fire, it rather likes having the two-faced nature of NATO confirmed by Wikileaks: on the one hand, saying that Russia is a strategic partner, while on the other, planning to defend the Baltic states and Poland from a Russian attack.
A Peace Prize for a website or a founder who put certain anti-Taliban informants at risk would not get my vote, but the underlying sentiment of no more secrets does.
The sad thing is that it might not, single-handedly, usher in an era where governments level with us moreâbut it is one of many moves that might.
I say this as the establishment, including financial institutions, closes in on the website. As pointed out to me by Daniel Spector, PayPal and Mastercard are quite happy to accept your donations to the Ku Klux Klan, but will decline those to Wikileaks.
Tags: Beyond Branding, climate change, diplomacy, Julian Assange, media, Medinge Group, news, Nobel Peace Prize, PayPal, politics, press freedoms, Red China, Russia, Stefan Engeseth, transparency, USA, Wikileaks Posted in business, culture, leadership, media, politics, social responsibility, technology, USA | 3 Comments »
21.11.2010

Sent to me by Stefan Engeseth, Stutterheim Raincoats‘ website conveys a very Swedish feel, touching on one of the emotions we don’t always associate with Sweden: melancholy during the winter. The copy on the site even says, ‘Let’s embrace Swedish melancholy.’
With emotive photographs and a very Swedish soundtrack, it helps create an atmosphere as well as differentiation for the brand.
The website also stresses the made-in-Sweden aspect of the Stutterheim range, as well as its home in the town of BorÄs, well known for fashion design, textiles, and fashion manufacture.
The country-of-origin aspect is important not just to the export markets (to whom the site must partly be aimed, given its use of Englishâalthough 90 per cent of Swedes speak the language) but to the domestic one. With the reforms of Moderaterna (conservatives) over the last half-decade, there has inevitably been more imports into the country. I wouldn’t be surprised if an increasing number of Swedes will now, specifically, seek out locally manufactured goods today as a reaction to the market-driven theories of Fredrik Reinfeldt and co.
Tags: branding, conservatism, country of origin, Detective Marketing, export, fashion, Fredrik Reinfeldt, free market, import, Moderaterna, monetarism, politics, Stefan Engeseth, Sweden Posted in branding, business, culture, marketing, politics, Sweden | 1 Comment »
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