From Insight To Action - The Winning Game Strategy
Aligning insights, strategy, and activation into powerful strategic brand playbooks that move real people in the real world.
“I specialize in turning insights into strategic assets — creating brands that stand for something, ignite enthusiasm, and win the hearts and minds of people who matter.”
SERVICES STRATEGY
INSIGHT TO STRATEGY:
Trends, Consumers & Positioning
Unlock Your Brand's Potential: I help you uncover real consumer insights and use them to position your brand meaningfully — in the right context, culture, and category.
STRATEGIC DIRECTION:
Strategy, Concepts & Advisory
Charting Your Course: I define clear, actionable strategies. Whether you need brand repositioning, creative direction, or campaign planning — I help connect the dots.
STRATEGIC ACTIVATION:
Playbooks, Campaigns & GoTo-M
The Winning Game: From strategy into action. I create strategic playbooks for launches, communication, or content — so your teams can execute with clarity and focus.
THREE MAIN FOCUS AREAS
STRATEGY SERVICES
AT A GLANCE
I help brands move from knowing what’s happening — to knowing what to do next. From insight-driven strategy to activation-ready playbooks, here’s how I support you.
Three Main Focus Areas
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The Winning Game Strategy
- Consumer-Centric brand building -
Brand & Marketing Strategy
- Positioning, message, communication/PR. -
Strategic Playbooks
- Go-to-market, campaigns and content.
Each service can be delivered as a full project or tailored into consulting sessions, workshops, or teamwork.
SIGNATURE STRATEGY MODEL
THE WINNING GAME STRATEGY
Winning the consumer is a game — and the best brands play it well. The Winning Game Strategy is my approach to consumer-centric brand building, and it aligns insights, strategy, and activations.
Focus Areas
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Consumer insights and mapping
- Define audience, needs and behaviours -
Consumer-centric brand alignment
- Define brand position and value creation -
Consumer focused planning and concepts
- Long lead brand building concepts -
Brand and consumer playbooks for funnel
- Bring it to life for brand and commerce
This creates a powerful, insight-led strategy you can actually use — across teams, channels, and touchpoints..
"It felt like having a senior team member who just got it from day one. Fredrik asked the right questions, challenged our assumptions, and helped us make decisions with confidence, all while keeping us grounded in what really connects with consumers."
Chief Commercial Officer, European Outdoor Brand
"What sets Fredrik apart is his ability to move seamlessly from big-picture thinking to concrete action. He built a strategy that inspired our teams, sharpened our communication, and brought our purpose to life in every activation."
Brand Director, Scandinavian Fashion Brand
"Fredrik didn’t just help us define our brand, he helped the entire team focus on what really matters. His strategic approach brought clarity to our brand position and turned scattered insights into a roadmap we actually use."
Head of Marketing, Nordic Outdoor Brand
+20 YEARS OF TURNING INSIGHT INTO IMPACT
STRATEGIC PARTNER FOR OUTDOOR & LIFESTYLE BRANDS
With two decades of experience across fashion, outdoor, sports, and food & beverage, I bring clarity, focus, and momentum to brand strategy.
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As a freelance partner or embedded strategist, I help brands connect the dots — aligning insights, strategy, and action to drive real impact.
Need to sharpen your positioning or bring your next strategy to life? Let’s talk.
"Strategy isn’t just about ideas—it’s about ensuring everyone is aligned on what truly drives success."
SELECTION OF PROJECTS
CASE: GLOBAL BRAND STRATEGY - HOUDINI
HOUDINI: BUILDING A GLOBAL WINNING GAME STRATEGY
As a strategic partner to Houdini, I developed a new winning game strategy for the brand globally. The work included defining brand DNA and foundation, mapping target audiences and consumer archetypes, identifying customer key needs, and building a strategic platform for communication, storytelling, and brand activation. All designed to align the brand’s purpose with real consumer desires and market opportunities.
CASE: GLOBAL WINNING GAME STRATEGY, VÉLOSOPHY
VÉLOSOPHY: PART BIKE PART PHILOSOPHY BRAND STRATEGY
To reignite Vélosophy globally, I created a Winning Game Strategy built on the brand’s unique philosophy — “Part Bike, Part Philosophy.” Through a new brand platform, storytelling playbook, and strategic campaign direction, we repositioned Vélosophy as a sophisticated, socially and planetary conscious brand. The result was a wininng game strategy aligned with the values of the next generation of riders and change-makers.
GLOBAL BRAND STRATEGY AND CONCEPT - MONKI
MONKI: REPOSITIONING WITH A WINNING GAME STRATEGY
For MONKI, I led the development of a global Winning Game Strategy and the definition of the concept, We Are The Antidote To Boredom, aimed at repositioning the brand for a fashion-forward youth female audience.
Based on insights and collaborative workshops, the strategy aligned internal teams and built a clear foundation for MONKI’s brand platform — all designed to reconnect with young consumers and reclaim cultural relevance in the global fashion space.
CASE: BRAND CONCEPT & CATEGORY CREATION
TRETORN: CREATING SAREK—OUTDOOR APPAREL CATEGORY
As Creative Director at Tretorn, I led the development of the SAREK eco-apparel line under the Eco-Essentials Initiative. The goal was to establish a sustainable innovation flagship, blending outdoor functionality with urban relevance. My role included concept creation, design direction, visual identity, campaign development, and go-to-market planning — including collaborations and trade show activation.
CASE: GLOBAL BRAND CONCEPT - WEEKDAY
WEEKDAY: ELEVATE EVERYDAY, GLOBAL BRAND CONCEPT
As brand strategy consultant for Weekday, I developed a long-lead global brand concept based on insights into Gen Z’s relationship with street fashion and cultural drivers. The result was a strategic framework for “The Creative Collective,” built to ELEVATE EVERYDAY with long-term brand distinctiveness while allowing creative freedom for seasonal expression.
CASE: MULTI-BRAND STRATEGY PLATFORM
EJENDALS: STRATEGY FOR THREE BRANDS, ONE FAMILY
In collaboration with BLCK, I developed strategic brand platforms for Ejendals and its sub-brands Tegera (safety gloves) and Jalas (safety footwear). The work included positioning, vision and mission development, messaging frameworks, and brand hierarchy. The result was a unified brand architecture that clearly defines each brand’s role while strengthening the group’s overall identity.
CASE: BRAND STRATEGY & SUSTAINABILITY PLATFORM
TRETORN: THE ECO-ESSENTIALS INITIATIVE
As Creative Director and head of sustainability affairs, I created and led the Eco-Essentials Initiative, Tretorn’s strategic sustainable innovation platform. Based on sustainability insights and consumer insights, the initiative included a brand purpose framework, sustainability design/product roadmap, collaboration strategy, and go-to-market activation. It was rolled out across Europe through PR, e-com, and retail-driven partnerships — setting a new standard for brand-driven sustainability.
