Inscriptions
Descriptif
Guest speakers
Madeleine Sjöstedt
Director-General Swedish Institute
Lena Herder,
Country Retail Manager IKEA Sweden
Simon Anholt
Independent policy advisor, author and expert in nation branding
Moderator
Mark Ogertschnig, Lifehackers Agency
A brand is a reputation. It’s the expression of an identity, a name, a logo, values, a philosophy…
Sweden, a small country in northern Europe with only 0.13% of the world's population, is one of the first nations in the world to have implemented an official nation branding strategy.
Sweden benefits from a positive brand image abroad. The country is positioned among the leading nations in various global indexes of economic performance, social commitments, capacity for innovation, governance, sustainable commitments, etc.
IKEA is a brand that strategically communicates Swedish cultural concepts, symbols and values, and exports them across the world.
What happens when you apply the concept of branding to an entire country? Can companies and nations co-brand on their identity? Why and how? What are the benefits and limits?
You are welcome to join us in reflecting on how Sweden and Swedish companies may join forces in co-branding. How can a nation and companies reflect each other's assets and thus strengthen their positions?
| Madeleine Sjöstedt – What is Brand Sweden today Madeleine Sjöstedt is currently the Director-General of the Swedish Institute, a public agency that promotes interest and trust in Sweden around the world. The institute works in the fields of culture, education, science and business to strengthen international relations and development. She has a degree in Master of Laws with a focus on human rights and was previously Secretary-General of the liberal foundation Silc and the organization Cultural Heritage Without Borders. Between 2006-2014 Madeleine Sjöstedt served as Deputy Mayor of the city of Stockholm responsible for culture, sports, and real estate. She has also worked as a senior consultant in strategic communication and public affairs. | Lena Herder – What are the benefits for a company to express it’s Swedishness Lena is a Swedish native, who grew up in the city of Malmö. She holds a university degree in Marketing Economics from University Sweden. Lena Herder has an extensive background in retail and has held several executive positions in IKEA. Currently, Lena is the Country Retail Manager for IKEA in Sweden, a role she has previously held in several other countries such as the Netherlands, Finland and as Deputy in the UK. She has a proven record of working abroad with the brand symbiosis between IKEA and its country of origin. |
| Simon Anholt – Place Branding 2.0. – How countries should think about their image in the age of constant turbulence Simon Anholt has advised Presidents, Prime Ministers, monarchs and governments of nearly sixty countries, helping them to engage more productively and imaginatively with the international community. Sweden is one of those. Simon has written six books about countries, their images and their role in the world. His latest book, The Good Country Equation: How We Can Repair the World in One Generation, was published in October 2020. In addition to his best-known research project, the Good Country Index (Sweden ranked as number one in 2020), he also produces two major global surveys tracking public perceptions of countries and cities, the Anholt-Ipsos Nation Brands Index and City Brands Index, in partnership with the research group Ipsos-Mori. He is the Founding Editor Emeritus of the academic journal, Place Branding and Public Diplomacy. | Mark Ogertschnig - Moderator Mark Ogertschnig is a seasoned Marketing, Communications, and Public Relations expert and has been active in various corporate roles. After graduating from his MBA in Amsterdam, he learned to generate free PR exposure for brands like Dell Computers, Volkswagen, Audi, IKEA and many more. He currently runs his Amsterdam based Digital Marketing & PR Agency, Lifehackers Agency, is active as a 1:1 Publicity Consultant and trains people on generating Publicity, Public Relations and Press Attention. |
This event is featured by
the Swedish Chamber of Commerce in France,
the Swedish Chamber of Commerce in UK
and the Swedish Chamber of Commerce in the Netherlands
in partnership with SCI -Swedish Chambers International.
