Amanda Ottosson

I have previous experience from working within the retail, recruitment and recycling industries. I enjoy analyzing the market and customers in order to create change and find new ways of doing things. I’m especially interested in new market trends, consumer insights and brand strategy.

I have a Master of Science in Marketing and IT from Stockholm Business School and a Bachelor of Science in Business and Administration from Lund University, as well as an exchange semester at Monash University in Melbourne, Australia. I’ve also studied Marketing and Media Design in Santa Barbara, California.

I’ve been inspired by Nike for a long time. The way they build brand through emotional marketing is super impressive, for example how they use stories of struggle related to today’s societal problems. Their “Stand up for something, even if it means sacrificing everything” commercial showed how a purposeful brand can make a positive impact on society. Nike creates a link between the brand and the customer, by consistently being relatable and having a bold Just-do-it-attitude.

For me, purpose gives a company a unique personality that differentiates it from others and keeps it relevant. Purpose should reflect what is happening in society and can help shape the future by representing values that people can relate to. To have real effect, it should consistently guide companies in every decision.

My favorite purposeful brand is Spotify, because they have changed the music industry by personalizing their service. Spotify creates purpose by collecting insights and foreseeing what each customer wants now and in the future. They are always striving to stay relevant for their customers.