Brand, marketing and communication consultant, specialised in transforming research and insights into strategies and creative actions, that build brands, and moves freely between earned, paid and owned channels.
INSIGHTS & REPORTS
I use the power of trends- and consumer- insights to pinpoint tomorrow’s opportunities. Strategic foresight is the most valuable tool you can adopt to chart a course for the future.
BRAND STRATEGY
For a strategy to be authentic, there needs to be a credible correlation between what we promise to fulfil and how we position ourselves on the market and in the head of the consumer to win hearts and minds.
ACTIVATIONS
Great communication flourish from a disruptive intersection of trend insights, immersive brand experiences, PR and cultural manifestations that moves freely between earned, paid and owned channels.
INSIGHTS, BRAND STRATEGY AND ACTIVATION
INDEPENDENT OR
INTERIM CONSULTANT
I have +20 years of experience working with brand strategy and activations, mainly within fashion, outdoor, sports and food & beverage.
With Above The Clouds, I offer a service as freelance consultant, specialised in aligning the three worlds of: insights, strategy and activations into "Winning Game Strategies". By genuinely accelerate the flow between these three worlds, i create actionable concepts that build real brands, for real people in the real world.
I offer this on interim, project based or billed by the hour. It depends on your need and resources.
+ 20 YEARS EXPERIENCE WORKING WITH MARKETING
ABOUT ME :
FREDRIK EKSTRÖM
I have worked as Brand Strategist, Business Advisor, Creative Director, Head of Marketing, Global-PR and Consultant for various lifestyle brands and clients.
Leading global sustainability initiatives and strategies, global brand repositioning projects, creating marketing-, Go-To market- and communication- strategies. Leading teams and worked in executive management teams.
My broad knowledge and expertise are valuable assets I bring to every project. Whether you seek to launch a new brand or product, enter a new market or reposition your brand, I possess the skills, knowledge, and network necessary to achieving your objectives.
In the spotlight now
Things that is happening now.
CASE: GLOBAL CONSUMER TRENDS - DOMETIC
DOMETIC, INSIGHTS FOR GLOBAL BRAND SUMMIT
A future focused "insight-boost" for Dometic Global Brand Summit 2025. We focused on the global outdoor consumer and trends that define the market for 2025.
OUTDOOR Trends i focused on:
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The Fundom Unleashed
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Nature-RX
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"Green-ish" in motion
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Social connectivity
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Finally Freedom
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Un-apologetically Me
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Experiences and Play Pals
ONGOING WORK: GLOBAL BRAND STRATEGY - HOUDINI
HOUDINI: GLOBAL BRAND,
WINNING GAME STRATEGY
As a strategic brand consultant i am now creating a new Winning Game Strategy for the Houdini Brand Globally. The work is carried out together with Houdini and include Brand DNA and foundation, target audiences, consumer archetypes, customer key needs, communication and messaging, our approach to brand marketing and a new storytelling playbook for activations.
This project will carry on until mid November.
REPORT: CONSUMER RESEARCH & TREND REPORT
THE NXT OUTDOOR CONSUMER REPORT
Based on 2500 respondents from the nordic region and interviews with 27 representatives from Nordic Outdoor brands. The report offers a deep dive into the evolving landscape of outdoor activities and sustainability.
You'll discover data-driven insights on consumer archetypes, sustainability readiness, and outdoor engagement. The report explores barriers to outdoor participation, brand activism, and how consumers are aligning values with their outdoor activities.
Don’t miss out on this essential resource to future-proof your business in the outdoor market.
REPORT: CONSUMER RESEARCH & TREND REPORT
THE NXT SUSTAINABLE CONSUMER REPORT
The NXT Sustainable Consumer Report 2025 offers a deep dive into the evolving landscape of green fatigue, eco-consiuous consumers and sustainability as a lifestyle concept in the Nordic region. Backed by data from over 2,500 respondents across Sweden, Finland, Norway, Denmark, this report uncovers key insights for brands looking to tap into the “green” consumer trends shaping consumer behaviour. Don’t miss out on this essential resource to future-proof your business in the fashion and lifestyle market.
STRATEGY: ISPO MUNICH - ACCELERATING SPORT
WINNING THE CONSUMER GAME: FROM INSIGHTS TO STRATEGY
In this in depth interview for ISPO Munich, I share how brands can stay ahead by building consumer-centric sustainability strategies that truly resonate. Drawing from in-depth data and consumer insights, I reveal what it takes to win the hearts of today’s conscious consumers.
This is part of an ISPO project to inspire and educate around sustainability challenges and opportunities, exploring strategies shaped by real-world conversations with leaders at the intersection of sport, outdoor, and sustainability.
If you want to get noticed,
then it's crucial to create stories
that resonate authentically with narratives that thrive outside the confines of the predictable.
Recent Projects
Things that is happening now.
CASE: GLOBAL BRAND CONCEPT - WEEKDAY
WEEKDAY: GLOBAL BRAND, STRATEGIC LEAD CONCEPT
As a brand strategy consultant for WEEKDAY, I created a Long Lead Brand Concept for the global market. The objective was to create a scalable concept for a broad reach target audience, based on Weekday The Creative Collective. I based the concept on insights about Gen-Z relations to street fashion and long lead trend drivers.
The xx-day concept i created now acts as a long lead direction with a strategic framework to build seasonal campaigns with distinctiveness and recognition but also open for freedom of seasonal creativity.
CASE: GLOBAL WINNING GAME STRATEGY, VÉLOSOPHY
VELOSOPHY: GLOBAL BRAND
WINNING GAME STRATEGY
As a brand strategy consultant for VÉLOSOPHY, my objective was to create a Winning Game Strategy with a purpose to reignite the brand globally. By conceptualising the brands DNA through the "Part Bike - Part Philosophy" approach, a storytelling playbook, and a new brand marketing approach with campaign building blocks.
Vélosophy isn't just a bicycle brand; it's a philosophy and a movement celebrating creativity, sustainability and social responsibility. Vélosophy aims to be the most beloved philosophy-driven bicycle brand, deeply connected with the creative generation with a mission to put life in motion and inspire others to care for people and the planet.
CASE: GLOBAL WINNING GAME STRATEGY, MONKI
MONKI: GLOBAL BRAND,
WINNING GAME STRATEGY
As a brand strategy consultant for MONKI, I managed the development of a comprehensive Global Brand Strategy called Winning Game Strategy. Aimed at repositioning the MONKI brand globally as a highly relevant and credible fashion brand for the youth female demographic we created the concept - We Are The Antidote to Boredom.
The process involved conducting insights and research and multiple collaborative workshops with stakeholders, including the brand team, creative team, and channel owners. The strategy development was closely aligned with creation of the Monki brand platform, acting as a collaborative partner in its development.
CASE: NORDIC PR-CONCEPT, SAMSUNG WATCH 5 PRO
SAMSUNG: NORDIC CONCEPT, ARCTIC CIRCLE TRAIL
As a Senior PR Strategist for Samsung Mobile Experiences in the nordic markets i created the strategic concept of Arctic Circle Test Trips for Watch 5 PRO. And i managed the execution and the trip with journalists.
The primary goal was to engage nordic sport and lifestyle journalists for an authentic test of Samsung Watch5Pro.
Through three-days-trips to the arctic circle i provided an authentic learning opportunity and a once in a lifetime trail and nature experience, ensuring a product test they would genuinely remember and wanting to talk about.
SAMSUNG
Arctic Circle
Press Trip
A big challenge for those aiming to steer consumption in a more sustainable direction is how to communicate ideas and initiatives while maintaining relevance and appeal to consumers, without breaking rules or regulations.
CASE: GLOBAL BRAND CONCEPT, TRETORN
TRETORN: GLOBAL BRAND, SUSTAINABILITY CONCEPT,
As Head of Marketing and Creative Director for Tretorn Europe, I created and led the development of The Eco-Essentials Initiative, a strategic brand initiativ with the objective to reposition the Tretorn brand globally.
My role was creating initiative and strategic sustainability platform with purpose statement, vision and manifest. Creating a new identity, logo's and on product branding. Setting up new product and category development.
We launched the initiative through social campaigns, PR, collaborations and retail activations. I managed sales training and set up European GoTo market strategies.
CASE: GLOBAL BRAND CONCEPT - TRETORN
TRETORN: GLOBAL BRAND, SAREK ECO-APPAREL
As Creative Director for Tretorn Europe, I led the development of SAREK Eco-apparel category within the Eco-Essentials Initiative. The goal was to create a symbolic action within sustainable innovation, appealing to international audience, targeting both lifestyle and outdoor consumers.
The project was a collaboration across teams—product, design, sales, and marketing. My role was creating the concept, directing design, styles, assortments, and develop a new visual identity, including logotypes, photo shoots and brand narratives. I set up the GoTo Market Strategy with sales strategies, trade show setups, and served as the spokesperson for the concept and sustainability.
CASE: GLOBAL BRAND CONCEPT - TRETORN
TRETORN: GLOBAL BRAND,
THE GHOST NET PROJECT
As Creative Director for Tretorn Europe, I created and led the development of "The Ghost Net Project". A strategic brand development project within sustainable innovation and collaboration.The objective was to show sustainability commitments through real product development where we turned ocean trash into treasures. We launched the project through PR, thought leadership, collaborations, and retail marketing.. My role was creating the concept, act as strategic and creative lead, design and visual direction, GoTo-Market strategy and manage activations.
To earn value, we must create value, to create value we must understand the consumer.
INSIGHTS: UNVEIL THE FUTURE OF YOUR BRAND
INSIGHTS, REPORTS &
THE FUTURE SERIES
The future is closer than you think. I create insights about future behaviours, define the strategic role for your business, brand or campaign, and turn it into actions.
TRENDS:
Insights, Global Drivers and Value Changes
CONSUMERS:
Strategic Direction, Advisory and concepts
REPORTS:
Insights Driven, Impact Focused, Thought leaders
STRATEGY: BRAND STRATEGY TO WIN THE CONSUMER GAME
FROM CONSUMER INSIGHT TO WINNING GAME STRATEGY
Aligning the worlds of: insights, strategy and activations into actionable Winning Game Strategies to build and activate brands, for real people in the real world.
GAMEPLAN:
Trend, consumer Insights and positioning
DIRECTION:
Strategic Direction, Advisory and concepts
DEVELOPMENT:
Brand Activation and Winning Game Strategy
COMMUNICATION: INDEPENDENT OR INTERIM CONSULTANT
MARKETING AND
PR-CONSULTANT
I work with progressive lifestyle brands. Creating marketing- and PR- concepts, and storytelling/content-playbooks that cuts through the noise and moves freely between bought, earned and own channels.
CONCEPT & PLANNING:
Insights driven directions
PR & COMMUNICATION:
Turning heads and minds
HOLISTIC STORYTELLING:
Engaging Brand Stories
Spending time in nature, makes us more creative and happy, it also cultivates a instinctive desire of wanting to protect it
TRIPS: ABOVE THE CLOUDS STRATEGY DAYS
FREELANCE STRATEGY DAYS, CO-CREATION & SKIING
A Co-Creation Strategy Conference for freelancers.
We schedule three-day trips: two days free-riding, one day ski-touring. Or two days trail running, one day hiking. Every day have sessions for inspiration, co-creation, workshops, and individual work.
As a freelance consultant, I believe it is important to take time out every year to reflect and develop a strategy, for the business but also personal goals. This can be a challenge when you are the only employee in your company, as it is hard to motivate going on your own.
FREELANCE STRATEGY DAYS CO-CREATION
ENGELBERG, 2024
TRIPS: ABOVE THE CLOUDS, RUNNING CLUB
EXPLORERS RUNNING CLUB, TRAILFULNESS
Our focus is on mountain trail running, but not just any run, ours are explorative journeys through some of the world's most breathtaking landscapes. through a unique blend of running and mindfulness - Trailfulness.
Our Philosophy: At the core of our excursions is the concept of 'Trailfulness'—a meditative, mindful approach to trail running. Whether you're a seasoned trail runner or a nature lover looking for a new way to experience the outdoors, the Explorers Trail Running Club offers a unique opportunity to challenge your body, soothe your mind, and expand your horizons. Join a trip and transform the way you think about running and meditation. Run wild, run free, and discover trailfulness with us.
EXPLORERS
TRAIL RUNNING CLUB
CHAMONIX, 2024
GLOBAL BRAND CAMPAIGN PLANNING - WEEKDAY
WEEKDAY: GLOBAL BRAND CAMPAIGN & DIRECTION
As a brand strategy consultant for Weekday, my role was to create insights and strategic direction based on Gen-Z trends and behaviours, defined by rebellion against norms and embracing individuality. I conducted workshops with stakeholder groups, creative team, and channel owners to set the direction.
The heart of our strategy resulted in the global brand campaign, "The Class of Not Giving a F**k." celebrating individuality, care free but not careless, and embodying Weekday's mission to empower self-expression.
NORDIC PR & INFLUENCER CONCEPT - SAMSUNG MX
SAMSUNG, NORDIC PR CONCEPT WATCH 5 PRO
In my role as in-house consultant, Senior PR strategist for Mobile Experiences, I developed PR-concept The Power of 5 together with agency JUNG for Samsung Nordic.
I set up a partnership with Marathon Gruppen to secure visibility for Samsung Watch 5 PRO in authentic running. We created a holistic running experience for influencers and journalists from the Nordic countries, we made an integrated PR, event and influencer campaign.
The concept focused on 5 advanced running metrics leveraging Samsung's ecosystem for performance where we flipped focus from speed to holistic performance based on The Power of 5 Metrics.
IN-HOUSE CONSULTANT NORDIC PR MANAGER
SAMSUNG, NORDIC STRATEGY
PR-MANAGER IN-HOUSE
Acting In-house Senior PR Manager Mobile Experiences.
Directing parts of a larger way-of-working transformation for the Nordic Markets. The work included to establish new PR-way-of-working protocols, strategic approach and GTM road map. Management of nordic PR-agency network, including concept development, briefings, PR-summits, evaluations and strategic directions.
NORDIC PR CONCEPT - SAMSUNG NORDIC MX
SAMSUNG, NORDIC PR-CONCEPT OTHERLANDS NFT
In my role as in-house consultant, Senior PR strategist for Mobile Experiences i created the PR-concept OtherLands, a NFT Festival celebrating the contrasts between art and technology and activated it in Sweden, Norway, Denmark, and Finland.
My role was to create a concept that resonated with the young creative generation. It should position Samsung MX Nordic as being in forefront of innovation and creativity.
We used insights from how NFT's changed the visual language into an aesthetic absurdity and created a platform to merge the creative worlds of art, fashion, music, technology, and innovation.
GLOBAL BRAND PLATFORM AND HIERARCHY
EJENDALS, BRAND STRATEGY THREE BRANDS PLATFORM
Strategic brand platforms and brand hierarchy for three brands within the Ejendals family. Corporate brand Ejendal, safety gloves Tegera and safety footwear Jalas.
The work was carried out as strategy consultant for BLCK. The strategy work included creation of a three brands brand platform. Positioning of the the brands, purpose statements, heritage texts, vision, mission, messaging and attributes.
GLOBAL BRAND CAMPAIGN PLANNING - WEEKDAY
WEEKDAY, GLOBAL BRAND, CAMPAIGN & DIRECTION
As a communication consultant for Weekday, my role was to create insights and strategic direction based on Gen-Z trends. I conducted workshops with stakeholder groups, creative team, and channel owners. By creating insights and strategic directions, I supported the creative team in concept development. The strategy resulted in the global concept, "SATURDAY Elevate Everyday” a love story about how creativity help us break through the density of day-to-day reality, to reveal things we didn’t notice before. The elevated vibes hidden within our days.
