I’m a passionate and visionary brand builder with 15+ years’ experience of global brand marketing and communication. I have worked with all sorts of brave people and organizations – from early-stage startups to some of the world’s most admired companies and brands.
My problem-solving approach is to combine sharp strategic thinking with a visionary mindset and excellence in execution. Hence, I usually base my work on commercial and behavioural research, insight and analysis and then add a couple of layers of boldness, creativity, strategy, visionary thinking and meticulous craftsmanship to create magic brands!
A lot of my career has been focused on FMCG (ex-P&G), the Automotive industry (ex-Lynk & Co) and Financial services (ex-Länsförsäkringar), but I’ve also spent years as Brand Management Consultant (Lynxeye), helping many companies and brands in various industries around the world.
I am a true believer in meaningful work and meaningful relationships. Because in the end, we are all people with everything that brings!
One of my favourite purposeful brands is Barncancerfonden (The Swedish Childhood Cancer Fund), which aims to completely reduce its brand name to Barnfonden (The Swedish Childhood fund) by removing the word “cancer”. Something that just shouldn’t exist in any young person’s body at all. A pretty darn good purpose if you ask me!
I am a true believer in meaningful work and meaningful relationships. Because in the end, we are all people with everything that brings! That is also why true purposeful brands have such a great impact.