Retail Revolution

How Swedish Brands Are (Re)Shaping the Future of Retail In the past, companies like Ikea and H&M have reshaped their respective fields in retail with vertical integration and radically altering customer expectations. Now we are in the midst of yet another retail...

The Store of the Future

Creating Unforgettable Brand Experiences Online and Beyond Tictail was founded in 2012. At the time, the founders, Carl Waldencranz, Siavash Ghorbani, Birk Nilsson, and Kaj Drobin, envisioned a platform that would help creative entrepreneurs in fashion, home decor,...

SACCNY Luncheon with Secretary Wilbur Ross

Luncheon with, U.S. Secretary of Commerce Wilbur L. Ross, JR., Mikael Damberg, Swedish Minister for Trade and Innovation, and Deborah Norville, anchor, Inside Edition, and best-selling author. With the United States being the biggest export partner to Sweden after the...

Nation Branding in Practice

How Companies Use Swedishness As Part of Their Marketing Volvo and IKEA are two of the most recognizably Swedish brands on the market. Their approaches to their Swedish heritage differ, even as both companies use Swedishness in their branding. Volvo: Swedish by Design...

Sweden and “Numanity”

Building the Story of Tech’s Future with Values Young men and women the world over share a similar drive: To create and innovate. Innovation is a way of putting one’s fingerprint on the map, of making one’s contribution. There is a new world order rooted in creativity...
Behind Sweden’s Brand

Behind Sweden’s Brand

How Sweden Became the Innovation Nation ABBA, blonde vixens, strong silent types, socialism, minimalist design… Stereotypes about Sweden proliferate, some accurate, others less so. But what does Sweden’s brand actually look like today and how can Swedish companies and...

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