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...
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...

Bridging the Gap

Uppsala University’s Collaborative Design for a Sustainable Future. “Only the most adaptable businesses will survive when the conditions change, and innovation is essential for being adaptable.” – Jenny Nordquist How can we increase much-needed knowledge...