Building Brands For What's NXT
Brand Strategy and Storytelling,
Built on Consumer Insight
I have more than 20 years of experience across consumer insight, brand building, sustainability, and communication [both inside brands and from the agency side]. I'm based in Stockholm but operate across Europe.
I have more than 20 years of experience across consumer insight, brand building, sustainability, and communication [both inside brands and from the agency side]. I'm based in Stockholm but operate across Europe.
Fredrik Ekström
Independent Creative Strategist
I work as a strategic insights and communication partner helping progressive [outdoor / lifestyle / destination] brands, as well as other nature-oriented industries, to grow by bridging consumer insight, brand strategy, concepts, and activation.
One creative partner across the whole journey.
"Brand storytelling is what makes insight and strategy mean something. It’s the translation of data and direction into a narrative a brand can live inside of, in the product, the advertising, the PR, and in how your own team talks about it."
Fredrik Ekström
Above The Clouds
Associate Partner NORR Agency
I am also part of NORR Agency, The Nature Loving Agency, a network of smart and authentic outdoor and impact communication experts.
Complemented by own in-house publications (Suston, NORR Magasin, Utsidan, 365) as well as deep expertise in sustainability communication, including ESG strategies, legislation, and impact-driven branding.
Houdini
Consumer Intelligence Brand Strenght Matrix
Why Do People Choose One Brand Over Another?
Building a Brand Strength Matrix From the Ground Up. Research, analytics model, archetype framework, questionnaire development, brand recommendations.
First Line Sportswear
Winning Game Strategy
From Product Credibility to Brand Momentum. a brand foundation, positioning and marketing framework that could turn product strength into a scalable, ownable brand direction, one that builds long-term relevance in modern mountain culture.
"To Earn Value, We Must Create Value. My winning game strategy approach is all about creating value for my clients by creating outstanding value for their consumers."
Fredrik Ekström
Above The Clouds
MINI A TURE
Winning Game Strategy
Based on a core insight, we created the brand positioning Family Freedom From Nature To City Life that became the centrepiece in MINI A TURE brand DNA and global winning game strategy.
HOUDINI
Winning Game Strategy
Based on Houdini's brand DNA and progressive outdoor positioning, we created a global winning game strategy with an updated brand approach, playbooks, and audience hierarchies.
Free 1-Hour Consultation
Launching a new product or struggling with consumers or marketing results? My free 1-hour consultation offers a tailored point of view regarding consumer insights, market know-how, and brand direction to support your decisions and help you define the next step.
The first hour we spend with no charge; after that we explore if we should or could work together.
The NXT Reports:
Consumer Research You Can Build On
Six years running, built on thousands of respondents across the Nordics and Germany. My Future Series research programme reveals emerging behaviours, values and expectations, giving brands a clear, data-driven foundation for strategy, innovation and communication.
The NXT Sustainable Consumer Germany
A quantitative research study of 1300 respondents focusing on preferences, aspirations, status, and anxieties related to sustainability and consumption.
The NXT Outdoor Consumer Nordics
A consumer research study based on 2500 respondents in the Nordics and expert interviews with 27 brand representatives from Nordic outdoor brands.
About Fredrik Ekström
Independent brand strategist and consultant with 20+ years across brand leadership and agencies. I help outdoor, sports, fashion and lifestyle brands grow by turning consumer insight into strategy and storytelling that creates real commercial impact.
Fredrik Ekström
Independent Brand Consultant
Outdoor Impact Summit, Riva Garda
Care For The Outdoor and Impact Communication
CPH Fashion Week, Copenhagen
From Sustainability Fatigue to Cultural Relevance.
European Surf Summit, Seignosse
How do we win the future outdoor consumer.
Let's Connect & 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.