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Creating Future Focused Brands 

From Insights To Activations

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.  

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INSIGHTS, BRAND STRATEGY AND ACTIVATION  

Freelance and
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

Fredrik Ekström, Brand Insight & Strategist  

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.​

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CONSUMER RESEARCH & TREND REPORT

The NXT Nordic Outdoor Consumer 2024 Report

NEW REPORT - The NXT Nordic Outdoor Consumer Report is a consumer research based on 2500 respondents Sweden, Norway, Denmark and Finland, and interviews of 27 brand representatives from Nordic Outdoor brands.

 

It is part of Above The Clouds - Future Series, a yearly conducted quantitative and qualitative research study in the Nordic markets, focusing on preferences, aspiration, status and anxieties related to outdoor lifestyles, sustainability, culture and consumption.

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.

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CASE: GLOBAL BRAND CONCEPT - WEEKDAY 

STRATEGIC GLOBAL BRAND CONCEPT 

As a brand strategy consultant for WEEKDAY, my objective was to create a Global Long Lead Brand Concept, to be activated for a broad reach target audience, based on the direction of Weekday The Creative Collective. The brand concept should be based on real insights about Gen-Z relations to street fashion and trend drivers.

 

The concept i created act as a long lead direction with a strategic framework to build distinctiveness and recognition but also open for freedom of seasonal creativity.

 

We created a love story about the everyday and 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.

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MARKETING AND PR 

To Earn Value, 

We Must Create Value 

In todays communication landscape, where trust, growth, sustainability, societal impact, and attention are the currency, my approach to communication remains solid. 

– To earn value, we must create value, to create value we must understand the consumer.

NORDIC PR CONCEPT - SAMSUNG WATCH 5 PRO 

ARCTIC CIRCLE TRAIL
PRESS TRIP SAMSUNG

In my role as Senior PR strategist for Samsung Mobile Experiences i created the concept of Arctic Circle Test Trips for Watch 5 PRO. 

 

The primary goal was to engage nordic sport and lifestyle journalists for an authentic test of Samsung Watch5Pro. 

 

Through PR-trips to the arctic circle i provided a authentic learning opportunity and a once in a lifetime experience, ensuring a test they would remember and share with peers.

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SAMSUNG
Arctic Circle 

Press Trip

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Image Credit: Norr Agency, 365 Naturkompaniet.Tretorn Ghost Net Jacket X Naturkompaniet

Case that was made during my time as Creative Director at Tretorn. 

POWER UP SUSTAINABILITY BRAND STRATEGIES

Sustainability Strategies
& Communication

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.

 

My specialty is consumer-centric sustainability, and I have done this for fashion, food and outdoor. I guide brands in understanding how consumer attitudes, values, and drivers can be translated into a strategic framework and roadmap for actionable steps, campaigns and products.

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GLOBAL BRAND STRATEGY SUSTAINABILITY  - TRETORN

THE ECO-ESSENTIALS BRAND INITIATIVE 

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.

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LEARN TO HARNESS FUTURE POSSIBILITIES   

Above : The : Clouds -  Future Series

The purpose with Above : The : Clouds - Future Series is to create an insights driven platform where we focus on real consumer insights, what they feel, think, and aspire to in regards to different research areas.

 

Create a deeper more long-lasting understanding for what is driving change within sustainability, the behavioral and attitudinal trends shaping outdoor culture, and the underlying drivers influencing social and commercial life.

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ANNUAL TREND REPORT COVERING SUSTAINABILITY 

THE NXT SUSTAINABLE CONSUMER REPORT 2023

The NXT Sustainable Consumer Report 2023 - The Post Purpose Activists - is a trend report based on quantitative data from a nationally representative sample of 2,405 respondents in Sweden and Denmark. The report is part of Above The Cloud's : Future Series on sustainability and lifestyle behaviours linked to consumption. The report is released for the third year in Sweden, but 2023 is the first year that Denmark also is included in the report

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CO-CREATION EVENT CONCEPT - ABOVE THE CLOUDS

Above : The : Clouds -  Freelance Strategy Days

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. 

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Freelance Days Engelberg 2024

Selected Work

This is part of my personal portfolio

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GLOBAL BRAND STRATEGY AND CONCEPT - MONKI

Winning Game Strategy - antidote to boredom.

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.

 

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.

GLOBAL BRAND SUSTAINABILITY CONCEPT - TRETORN

SAREK X Nigel Cabourn Brand Collaboration  

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.      

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IN-HOUSE CONSULTANT NORDIC PR MANAGER

In-house PR Manager Nordics, Samsung MX

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.

GLOBAL BRAND PLATFORM AND HIERARCHY

Strategic platform aligning three brands 

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. 

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GLOBAL BRAND CAMPAIGN PLANNING - WEEKDAY

Global Brand Campaign,
Strategic 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. 

GLOBAL BRAND SUSTAINABILITY CONCEPT - TRETORN

The Ghost Net Project
Brand Concept, Tretorn 

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.

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NORDIC PR & INFLUENCER CONCEPT - SAMSUNG MX 

Power of 5 - PR Concept Samsung 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.

GLOBAL BRAND CAMPAIGN PLANNING - WEEKDAY

Strategic Direction, 
Global Brand Campaign

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.

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NORDIC PR CONCEPT - SAMSUNG NORDIC MX

OtherLands NFT Art -  PR-Concept Samsung

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.

Let's Connect and  Collaborate 

I offer a freelance consultant service where you as client get the benefits of in-depth expertise across a number of specialty areas, without having to increase your permanent staff or contract a full size agency.

Fredrik Above The Clouds

Fredrik Ekström

+46 (0) 72 729 46 32

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