Story, In Practice
Stories turn insight and strategy into something people believe, remember and repeat. It's the thing that unifies everything a brand does, transforming what a brand's numbers and positioning mean to people and how that meaning shows up everywhere a brand touches someone: in products, advertising, PR, and how your own team talks about it.
Fredrik Ekström
Independent Brand Consultant
"Insight tells you what's true. Strategy tells you where to go.
Story is the strategic translation layer, the part that turns direction into something people feel, believe, remember, and act on."
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Story - Services
Turning strategy into a storytelling and activation frameworks that unifies everything the brand does.
My services include:
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Storytelling Playbooks
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Communication & PR Strategy
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Campaign Architecture
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Brand Activations & PR Concepts
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Content & Social Frameworks
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Ambassador & Collaboration Strategy
Tretorn: Ghost Net Project
A global innovation concept turning ocean waste into brand value, shaped from eco-consumer insight into concept, campaign, international PR and sales.
Tretorn: Global Brand Repositioning
Repositioned the brand around Eco-Essentials and Born Out Of Scandinavian Weather, increasing price points, reaching broader distribution and a broader lifestyle audience.
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The Story Approach
Strategic storytelling is about defining that one core idea and translating it into a brand story that can live across channels over time and unify the brand into being meaningful. From there, we build it into a 360 marketing playbook of messaging, concepts, PR frameworks, and sales support. Directed to work across owned, bought and earned channels.
The result isn't a campaign that runs once. It's a story built to get attention, drive desire, and sustain relevance across channels and time.
Stories put into action
Story 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 sales team talks about it.
WEEKDAY: Global Brand Campaign
The Class of Not Giving A F*ck. It was about sharpening cultural relevance with a generation that increasingly rejects traditional success narratives, rigid norms, and polished perfection.
MONKI: Global Brand Campaign
The Antidote To Boredom was the first global campaign to launch the new brand position aimed at targeting a young female fashion audience on digital and retail platforms.
PR & Communication
A senior PR partnership for brands needing stronger storytelling, media relations, sustainability knowledge and cultural relevance.
I combine trend insight, editorial thinking and hands-on execution to help a brand be talked about for the right reasons.
My work covers four key areas:
Insight-led Storytelling - turning trends, data, and brand narratives into editorial stories.
Strategic PR Planning - long-lead concepts, seasonal tactics, and collaborations.
Execution & Amplification - media relations, ambassadors, seeding, and events.
Thought Leadership - reports, talks, and ownership of unique knowledge to build authority.
SAMSUNG: Nordic PR Launch
Created the concept of "I Run for The Power of 5" launch concept for the Samsung Watch5 PRO, highlighting five hidden data points instead of speed and time.
SAMSUNG: Nordic PR Interim
Acted as interim PR manager/strategist, Samsung MX Nordics, for 1 year 10 months, managing Nordic agency setup, budgets, teams, concept creation and ongoing PR.
When brands connect people with nature, they create meaning far beyond marketing.
I design branded trips that merge experience, community, and storytelling, built to inspire, activate, and strengthen your brand’s role in people’s lives.
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Experience-Driven PR
Branded trips that merge experience, community and storytelling, designed to inspire, activate and strengthen a brand’s role in people’s lives. A nature-driven PR format: multi-day test trips and cultural activations that create the kind of credibility and emotion no campaign can replicate.
Own initiatives:
Trailfulness Running Club. Mindful trail-running experiences blending nature, well-being and storytelling. Freelance Strategy Days. Mountain-based strategy sessions combining creativity, community and outdoor exploration
Client experiences:
Branded PR trips: outdoor adventures that turn product testing into storytelling. Editorial events, journalist and influencer activations. Experience concepts, brand moments rooted in outdoor culture and authenticity
Trailfulness Running Club
At the heart of the club’s excursions is 'Trailfulness'—a meditative approach to trail running that promotes a mindful, slower pace. This philosophy isn't just about covering distance; it’s about savoring each step.
Freelance Strategy Days
A Co-Creation Strategy Conference for freelancers. Over three days, you will engage in morning strategy sessions that lay the groundwork for your business’s future, followed by free-skiing or ski touring workshop
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.