From Brand Insight to Winning Game Strategy
Aligning the worlds of: insights, strategy and activations into Winning Game Strategies that build brands, for real people in the real world.
I specialize in turning insights into strategic assets, crafting brands that stand for something, igniting enthusiasm, and capturing hearts and minds.
GAMEPLAN:
Trend, consumer Insights and positioning
Unveil Your Brand's Future: We dive deep into trend insights and value changes, equipping your brand with the knowledge it needs to stay ahead of the curve.
DIRECTION:
Strategic Direction, Advisory and concepts
Charting Your Course: The strategic direction is a compass to communicate your brand's DNA with consumer centric positioning, and strategic direction.
DEVELOPMENT:
Brand Platforms and Winning Game Strategy
The Winning Game: Aligning the worlds of: insights, strategy and activations into Winning Game Strategies that build real brands, for real people in the real world.
INSIGHTS, BRAND STRATEGY AND ACTIVATION
Winning Game Strategy
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 strategic 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.
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 insights regarding Gen-Z relations to street fashion and trend drivers.
The concept should 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.
STRATEGIC DIRECTION AND ADVISORY
Services
I offer a freelance or in-house / interim service where you get the benefits of in-depth expertise across a number of specialty areas within brand strategy, Go to Market Strategy, marketing strategy and PR strategy.
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Brand Strategy
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Brand Values and messaging, brand personality, brand positioning, customer experience, brand identity.
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Go To Market Strategy
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Target Market/customer, competitive differentiation, value proposition, distribution channels, pricing strategy.
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Marketing Strategy
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Marketing concepts, Marketing mix, funnel optimisation, sales and distribution channels, customer engagement.
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Communication Strategy
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Communication platform, PR-toolkits, PR-messaging, channel strategy, support messaging, journalist relationship
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GLOBAL BRAND PLATFORM WORKWEAR - EJENDALS
STRATEGIC PLATFORMS FOR 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 Communication. 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.
Delivery was a full brand platform for all three brands.
DEFINING A SUCCESSFUL BRAND POSITION
Position your brand in the head of the consumer
For a position 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 consumers.
Usually i start my projects with a workshop session, defining our self image as brand, where we are today, where we want to be in the future and mapping the game plan for how to get there.
There are no shortcuts to a successful brand positioning. There is only a roadmap of strategic, creative, and actionable brand decisions that, if implemented consistently, lead a brand towards cultural status, consumer excitement, and business success. My Winning Game Strategies is a tool to execute this with perfection.
GLOBAL BRAND STRATEGY & PLAYBOOK - MONKI
WINNING GAME STRATEGY
- The 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
FUTURE FOCUSED BRAND STRATEGIES
Creating Authentic
Brand Connections
My approach is grounded in understanding trends and cultural manifestations to craft strategies that are built for the real world, rooted in genuine insights and context.
My strategies encompasses various essential elements, including strategic positioning in consumers' minds, purpose statements, brand ecosystems, values, vision, mission, brand voice, messaging, and attributes. These components come together to create a brand strategy that forges genuine, lasting connections.
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.
SUSTAINABILITY FOCUSED BRAND STRATEGIES
Brand Strategies For Progressive Brands
An important challenge for anyone who wants to drive consumption in a more sustainable direction is how to position their brand responsibly and spread their ideas and initiatives while still being relevant and attractive to the consumer.
I’m specialised in consumer centric sustainability and help brands understand global drivers, value changes, and macro trends and how that could be defined into their strategic platforms, brand promises and turned into a roadmap of strategic sustainability actions.
GLOBAL BRAND STRATEGY SUSTAINABILITY - TRETORN
SAREK ECO APPAREL & NIGEL CABOURN CO-LAB
As Creative Director for Tretorn Europe, I led the strategic development of the 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.
My role was creating the concept, directing design, styles, assortments, and develop a new visual identity, including logotypes, photio shoots and brand narratives.
I created GoTo Market Strategy, collaborations, trade show activations, and PR-roll out, i also served as spokesperson for the concept and for sustainability.
Recommended
Selected Projects
ECO-CRYPTO BRAND PLATFORM AND STRATEGY
Eco-Crypto Brand platform and strategy
As a Strategy Consultant for the Longhouse Foundation i was responsible for creating a brand strategy and brand platform for the first Swedish Eco-Crypto Water150. A Go To Market Strategy targeting crypto and sustainability ready consumers and consumer mapping with barriers and drivers for engaging in eco-crypto investment.
BRAND STRATEGY SUSTAINABILITY COLLABORATIONS
The Ghost Net Project
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.
GLOBAL BRAND STRATEGY SUSTAINABILITY - TRETORN
Eco-Essential 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 sustainability initiativ.
We created it as a core foundation for sustainable innovation and brand development. My role was creating the concept based on consumer insights. Creating a sustainability brand platform with manifest, purpose statement, and sustainability: vision, mission and roadmap for collaborations. The work also included direction for product development, design briefings, sales training and GoTo market strategy. The initiative was activated in Europe through PR, e-com, retail- and design- collaborations
GLOBAL BRAND STRATEGY AND CONCEPT - MONKI
Winning Game Strategy - antidote to boredom.
In my capacity 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 through individual sessions 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.
BRAND PLATFORM AND HIERARCHY
Strategic brand platform
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 Communication. 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.
Delivery was a full brand platform for all three brands.
