From Insights To Activation
Future focused brand marketing & communication consultant
Senior business advisor, specialised in transforming research and insights into creative actions that build brands and moves freely between earned, paid and owned channels.
Breathing new life into your brand purpose
With a blend of trend research, consumer insights, brand strategy and conceptual activations i help breathe new life into clients brand purpose and craft brands that stand for something, that share an enthusiasm and passion, that engage people, and ultimately stand out from the competition.
The New Sustainable Consumer
- And her search for truth
Most of the changes we’re seeing right now are actually major transformations into new lifestyle behaviours rather than shorter trends in the market. To keep track of or even participate in and influence these changes, brands need more than ever to create a strategic approach to what is happening
The decisions we make now have the power to rebuild and reshape brands long after the influence of the pandemic. One key action is to integrate sustainability within all business functions and find new opportunities to create value for the consumer, employees, and investors.
The New Sustainable Consumer report is an exploratory foresight report and was published in Scandinavian MIND issue 1.
Our purpose with understanding the New Sustainable Consumer is to create a better understanding for why and how consumers do or do not incorporate sustainability issues into their consumption pattern
photography OLOF GRIND, styling MARCUS SÖDER – originally published in Scandinavian MAN Issue 3 aw 2018.
Strategic Concept and Activation
The Ghost Net Project
Portfolio work from Tretorn, as head of marketing and creative director
Case: Consumer insights, Concept to Consumer Strategy, Product design brief, Visual development and production, Lifestyle PR and influencer seeding, media partnerships and
Selected impact: National Geographic, Make It Last, Dagens Industri, UN World Oceans Conference NYC, Crown Princess Victoria Bernadotte, Plaza, Icon, Cafe, KING, Veckans Affärer.
The Ghost Net Project was part of a three season collaboration with Tretorn and Naturkompaniet in Sweden. We took a stand in our mutual love of the outdoors and shared passion for responsible manufacturing and retailing. We teamed up to create a three season project of responsible design and innovation and launched three iconic projects. The Left Over Project, The Ghost Net Project, The Bioplant jacket.
The idea was based on the insight that 650 000 tonnes of fishing nets are floating around in our oceans. Fishing nets are made out of high quality nylon which decay slowly, risking to wipe out entire eco system. We said -
What if we could find our “non natural” resources in a “semi natural way” in nature?
We created a limited edition line of rainwear that was made from collected fishing nets and ocean waste. It had a new design, new way of on-product marketing, new style of hero, outdoor and e-com photography and was launched in selected Naturkompaniet stores and online.
Design brief for products
Go To Market strategy
PR and influencer activation
E-com and digital activation
Visual brief and production
Keynote Speaker The New Sustainable Consumer Trend Report
The Transformation Conference is a new event from Scandinavian MIND, in collaboration with Nordic Talks. The conference brings together the best minds from technology, fashion, design, beauty, and mobility to discuss how to build a more sustainable future.