Tag: branding
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Creating Content That Moves People: Lessons From the Masters 2023 Video
As a copywriter, marketing director, or golf enthusiast, you know that capturing the essence of a momentous event through words and visuals is no easy feat. But when it’s done right, it’s pure magic. The video of the first day at the Masters 2023 in Golf is a masterpiece that perfectly captures the excitement, anticipation, […]
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Build your brand stronger than ever. 9 things to think about!
In today’s competitive market, building a strong brand identity is crucial for businesses. This blog post highlights nine key components that are essential for creating a successful brand, including authenticity, sustainability, design quality, innovation, grassroots movements, differentiation, creativity, brand expression, and strategic financial management. By making sure these components are part of your branding strategy, […]
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10 years ago I made some predictions. True or false?
Hey. As you know I’ve been writing my blog for quite some time now. Every now and then I’ve boldly stuck my nose out and predicted the future. But how right am I? Well, today we’re going to find out. As we all know, predicting the future is a risky business. Back in 2013, I […]
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Branding is like raising a child!
Branding is like raising a child. You’ve gotta have a clear vision of where you’re aiming yet tackle to new situations every day. Adopt to the changes in the world. Have tons of fun but never at the expense of your vision or values. Every now and then there’s a crisis. But that’s fine too. […]
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AIDA Transformed By Digital Media. What Does It Mean To Your Brand Communication?
The other day I wrote quite a long post on the future of integrated communication from a digital perspective. I stressed the fact that in order for your brand to create and maintain strongs brand in the future you’ve gotta provide people with true values not just fun stuff that entertains. On top of that […]
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The Kinnarps stand 2017 – Editor's Award for Best Stand.
After creating a new brand and design platform for Kinnarps, one of the worlds finest workspace solutions brands I was asked if I wanted to design and then lead the implementation of the Kinnarps Stockholm Furniture & Light 2017 stand. This is the short story about that project. I early explained to Kinnarps that in […]
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Sharing some of my thoughts on viral marketing – The Viral Triangle
Just say the word – Viral – and brand owners go bananas. It’s what you want. Communication spread all over the world without a penny in media spend. It sounds so easy but in fact, not that many videos circles the globe every year. Let me share one of my ways of increase the probability […]
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Ten Principles of Future Branding
The other day I read a great post by Joshua Porter on the Principles of Product Design. It’s an area that I’m very fond of and the post by Joshua was spot on. Then as I’m a fan of Dieter Rams and his Ten Principles for Good Design I decided to write my own ten principles […]
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The Ronnestam Prototyping Process. An innovation process by me leading your brand into the future
About five years ago I launched new process that could help brands and companies to break out of their stand still and also help me in creating the right climate for change in the projects I work with. I call this process The Ronnestam Prototyping Process. The Ronnestam Prototyping Process The Ronnestam Prototyping Process is based on a combination […]
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10 things I've done wrong in branding projects and that you can learn from
A brand I haven’t created or believe in. I did however shoot the photo on a cemetery on Ireland not far from my favorite surfing spot. I’ve had the privilege of being involved in many different brand projects that have resulted in logos, graphical guidelines, advertising, POS, digital platforms, interior decoration, products, organisational impacts and future strategies. I’ve created and launched new brands […]
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How I would run an advertising agency today to prepare for tomorrow
We’re in the midst of a paradigm shift. In Sweden and around the world advertising agencies are fighting over clients. As I’m meeting brands both in- and outside Sweden I’m often approached by major brand owners asking me which agency I would recommend. Most of them complain over the fact that the big agencies of […]
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Future brands are like icebergs
We all know how what an iceberg looks like. As you approach it it looks fairly small, it’s easy to get an idea of the size, the shape and dimensions of it. However, we all know that underneath that surface the total mass of the iceberg is hidden. In fact 7/8 of the iceberg is hidden […]
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A prototype – SJ and a journey into the future
You might have seen the post I’ve written about prototyping. An innovation process I’ve developed in order to help global brands understand their future needs and based on that map out strategies to move them into the future business landscape. It’s part strategy, part creative development and part visualisation. Well, here’s another prototyping project one […]
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The Story Of BAUX Acoustic Panels
About a year ago in February 2014 one of my entrepreneurial creations was introduced. Upon my initiative, me, Fredrik Franzon, and the founding partners of design studio Form Us With Love; Jonas Pettersson, John Löfgren and Petrus Palmér founded a company called BAUX. Our idea was to create sustainable building materials that would be surprisingly functional and […]
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Case: Branding the Volvo Ocean Race – The worlds finest off shore race
Today at 14:00 CEST one of the worlds most challenging adventures and sport events starts – The Volvo Ocean Race, and I’m really proud to be a part of it. In the end of 2013 I was asked to deliver the global brand platform and creative direction for, what I consider, the worlds finest off shore race and […]
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Branding is all about making people smile or cry
The one thing that should direct all your branding activities is exactly that. Make people smile or cry, crying as in touching someones heart. To many communication activities go by without anyone caring for them or the product they communicate. Here are 7 quick ones on branding: Create products or services that solves a real problem that matters to […]
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Design and creativity sells. Have a look at Miss Ko if you don't believe me.
I wrote a blogpost the other day about design and why it’s important for future brands. Then today I ‘ran‘ into this fantastic artwork made by london based agency Gregory Bonner Hale for a restaurant in France named Miss Ko. Miss Ko is an
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Why design is essential to future branding
I wrote a blogpost a couple of weeks ago about the three components of future branding; Authenticity, Innovation and Design. Today I though I’d dig deeper into the design part of branding. Why is it important, what does it mean and how do you know you’re on track. Why is design an essential part of […]
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The future for brands and companies looking to survive and thrive
Wanna innovate your brand? Looking to start a new business? Thinking about building a product people will love? Want to make a fortune? Think no more. Connecting the digital world with the physical is the new black. 2012 was the year when we saw the first real outcomes of physical/digital products, either physical products that […]
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Don't fall in love with technology. Fall in love with humans!
Roland added some great value when they created the Roland TB-303 If you wanna create digital brand activities or products that actually make a difference. Don’t think technology! Too often I see cases where the entire product or a communication idea has been based on technical possibilities. This never works in the long run. No […]
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Putting Sweden on the map at LeWeb 2012
A couple of month before LeWeb Annika Lidne, Social Media superwoman from Sweden approached me and asked if I wanted to be a part of the Swedish Trade Council Initiative at LeWeb. Once I said “hell yes” she also asked if I would consider developing a communication concept for the event. “Hell yes! once again”. The […]
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The three components of future brands
Were living in the transparent century where all information ia accessible only a keystroke away. Somewhere in the world someone is working right now on project ment to disrupt your brand and your products. We all fight hard to get our 15 minutes of fame. How can we get people to talk about our brand, our […]
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Deciding on things in a creative process. 5 things to think about.
Ideas are like bubbles. They appear and look beautiful. But only to be gone seconds later. Catch them while you can. I’m in the middle of building a brand platform for a brand I love. It’s been a long process and I’m only days from delivering the final document. In other words, I’m in the […]
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When labels become art. Stranger & Stranger is better & better.
Years ago I found out about a innovator within the Whisky industry. His name is John Glaser and he has created a brand that is called Compass Box. If you are to buy a fantastic whisky, get your hands on a bottle of Compass Box. My personal favorite is Hedonism. The other day I ran […]
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Does your brand make people talk? Answer these 10 questions honestly!
GoPro. A brand that emotionally breaks through the buzz with all their communication. Here worn on my helmet in St Anton Breaking through the buzz today is not easy. Everyone is looking for that golden solution that will make their brand go viral. We’re exposed to thousands of brands daily and very few actually makes […]
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Case: Let's Bank with Fredrik 'Benke' Rydman and Marginalen Bank.
If you’ve followed this blog and me for a while you know I’ve been heading the work of making one of Sweden’s newest brands come to life – The Marginalen Bank. It’s a fantastic assignment where I’ve together with Caroline Karlström have been given the honor of both creating the actual brand as well as […]
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15 keys to deliver a fantastic keynote presentation on stage
Inspired by Swedish blogger Fredrik Wass who stated that he will blog for a 100 days in a row I felt I had to get my blog going again. So here we go! Photographed by Paulina while forecasting trends at the Creative Summit together with among others Brian Solis and Alf Rehn. In 2011 I was honored […]
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If you wanna be my brand!
If you’re my brand: Never let me down. Keep on making me smile. Stay cool. Always surprise me. Change when you need to, but stay true to your heritage. Dress nice. Make sure I don’t have to hide our love. If you do something bad – stay honest and tell the truth cause I will […]
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Continuing building the Marginalen Bank brand with a new commercial
As of monday this week you can spot the latest TVC created for Marginalen Bank. This sweet little flick is the latest short film (I see it more as a short film than a TVC) in a series of three (1 & 2) created by me for Marginalen Bank, the brand I took part in […]
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The Essentials Of Great Branding Building
There are tons of consultants (including myself) selling branding services around the world. Most tend to say (not including myself) that branding is complexed. A quick search on Google image search reveals tons of models. What if we look beyond those models and all those advices that often lead to heavy brand manuals that no […]
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How To Successfully Identify A Future Trend
I’m currently working on my 2011 brand and communication prediction. While I’m working on that I drew up one of the best models I know when it comes to predicting future trends. Enjoy!
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Case: The Story Of How Sweden's Newest Bank 'Marginalen Bank' Was Created, Implemented and Launched
What do you do when someone asks you to sign a non disclosure agreement and then asks you to spend the coming year planning, creating, implementing and launching a new Swedish bank? Say yes of course! This is where the story of the freshly launched brand Marginalen Bank starts. Together with recidivist Caroline Karlström I […]
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I Think I Can Beat Steve Jobs
I am not applying for a new job as a CEO or Marketing Director, but if I did that would be my headline and I would run the brand I’d work for based on the insights that follow. Steve! Bring it on! Ok, so you’re s marketing director or even a CEO struggling to beat […]
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The 10 Commandments Of Future Brands
There’s a couple of things I demand from brands that make it all the way into my life. It’s really not that hard. It’s just about being prepared to sacrifice your life for what you believe in! A Tweaked Moses with the Ten Commandments by Philippe de Champaigne 1648 from Freechristimages Here are the 10 […]
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Case ›› Re-branding: Turning A Diving Brand With A Heritage Into A Brand With A Future
Last summer I got on a train leaving Stockholm for Gothenburg. Together with freelancing project manager, planner and colleague Caroline Karlström I had a meeting set up with diving brand Poseidon. This was the start of a project where I truly had the opportunity to work with all aspects of branding and creative communication. A […]
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Winners of the Book on Top 10 Posts on Future Branding
Days before 2009 ended I announced the release of my first book or whatever you wanna call it. As I did so I tweeted that the first 50 people who would retweet the message would be sent a free signed copy
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I've Said It Before But It's Worth Repeating – We Just Wanna Have Fun
Today Miss Swiss miss made me notice this wonderful initiative from Volkswagen called ‘The Fun Theory’. It’s one of the more refreshing campaigns I’ve seen coming out of Sweden in the last 10 years. This is good shit and to me it’s spot on brand! Or what do you think? Thank you Tribal DDB Stockholm […]
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The checklist that will save our world and maybe your brand too!
Brands all over the world – Google, IBM, Nike, BMW, Porsche, Starbucks, Coca Cola & Levi Straus, they all say the think about sustainability. What about your brand? Sustainability is a beautiful word, especially in terms of how it affects brands. The true meaning of it is ‘the capacity to endure’ and that’s more or […]
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Augmented advertising will hype your brand!
The other day I spotted this video showcasing i-TAG augmented reality toys. It’s the result of a cooperation between toy manufacturer Mattel and James Cameron in order to support the launch of the motion picture Avatar coming in fall 2009. These next generation trading cards comes with a 3-D Web tag, called an i-TAG, a […]
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There’s always room for innovation and here are 35 ways of forcing your brand into differentiation
I often meet people or brands saying everything has been done and there’s no room for innovation in their bransch. Never, no, not in a million years! There is always room for product innovation. Sometimes all it takes is looking at your business from a different perspective. What the iPhone has done to the mobile […]
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We’re all digital settlers but make no mistake, we'll keep on moving once there is no more gold
Where are we all heading. Where will we settle, MySpace, Facebook or Twitter? What technology will win? Will we all become iPhone owners or stick to Nokia? PC or Apple? When will we be pleased? Brands are spending millions and millions in order to understand where people are settling down. Once that knowledge is secured […]
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Emotional vs rational messages in communication during global recession and Nigel Hollis
Traveling at a 110 km per hour can be good for your brain or bad – you be the judge of that. I’m on my way home from Sälen and since I’m not behind the wheel I had some time over to get one of my thoughts out of my head. Thank god for 3G. […]
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How much responsibility should a brand like Nordiska Kompaniet have?
In Sweden our finest shopping mall is called NK or Nordiska Kompaniet. NK was founded in 1902 by Josef Sachs and his ambition was to bring together the finest merchandise in the world under one roof. This vision still stands. I today’s morning paper (yep I still read them) this ad below advertised high fashion […]
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Let’s start a revolution – get of the boat and build yourselves a new brand transportation system.
Let me break it to you right away – the old way of planning and executing communication is slowly sinking into the ocean of well paid consultants that doesn’t do shit for your brand and the best you can do is throw yourselves into the lifeboats, get your ass to land and then find something […]
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A short story about love
First, I’m going to find out what she’s like. I’m gonna spend time with her, or around her since I actually don’t know her. What food does she like, white or red wine, does she like fashion, music – what kind of music? Is she into sports and if so, which sport. If not, why? […]
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One link for the English guys och en för svenskar – and they're both about Steve Jobs
Here comes a post that will make you think different. Yesterday I was writing on a blog post suggesting how SAAB and Volvo should think to get out of their problems. The post focused both on product development and marketing. Then today I found one link on Bjornalberts that more or less talked about the […]
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Who the hell are you
The image above is a screenshot from my statistics software showing you the most recent searches. 9 of the latest 18 includes ‘ronnestam’ (50%) in one way or another. So I’m wondering – who are you, what are you looking for, do you represent a brand, an agency or yourselves. Sooner or later I’ll […]
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Något för Svenska communities och sajter att inspireras av
Föredömligt av Facebook en dag som denna. Uppdaterat Johan Jenefeldt ropade till om Starbucks. Ytterligare ett föredöme.
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Can extreme differentiation turn anything into luxury?
Danish Brewery, Jacobsen Brewhouse has released the most expensive beer in the world. This little drug is called Vintage Nr. 1. The price tag is €261. It’s funny. Neil French, legendary copywriter created a campaign for Singapore Press Holdings that was to prove to clients who believed that beer could only be advertised on television, […]
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Color is key
I was reading a great post on the 7 ingredients of good corporate design when I found an interesting fact: “research by the Institute for Color Research reveals all human beings make a subconscious judgment about a person, environment, or item within 90 seconds of initial viewing and that between 62% and 90% of that assessment is […]
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Apple doesn’t even seem hurt by that clean uppercut from Microsoft. But then again, who would have thought that.
So the fight continues. I’ve written about Microsoft getting back on Apple a couple of times before. In my first post on the subject I especially commented on the fact that before Microsoft starts to spread the dollars they should take care of their product. Vista just doesn’t do it. According to Gartner only 6% […]
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Communication is easy. It's the branding that is hard
Right now I’m in the middle of some planning work for a Swedish brand. I’m spending quite a lot of time trying to understand their products, their target group and especially their brand. When I’m working I like to keep a drawing pad close to me so that I can write down and doodle on […]
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“advertising is the price companies pay for being unoriginal”
These are the words of Industrial designer Yves Behar, founder of Fuseprojects while talking at TED. Among other things Yves has designed the OLPC. (One laptop per child project). So, is this true? Well, I don’t entirely agree. But I do think that promoting a product that doesn’t live up to the standards of […]
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UPS trampar i klaveret och visar hur man INTE beter sig när man bygger varumärken.
Budfirman UPS har dragits in i en löjeväckande konflikt med Dan Nilsson, bloggare och entrepenör. Det hela började när Dan tyckte att han blev smått misshandlad i samband med att han skulle ta emot en importförsändelse. Det här beskrev han på ett intressant, dynamiskt och provocerande
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Microsoft drops Jerry and Bill and strikes back at the Apple.
According to several blogs, blogs, blogs Microsoft is shutting the Bill Gates & Jerry Seinfeild down before we even got to like the guys. I’ve been writing about this campaign before. This latest campaign from the gigantic PC dragon was heading in one direction now they’re turning in another. New York Times reports Microsoft has […]
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Microsoft’s new advertising might very well be the most interesting case to follow ever
Microsoft has released their second episode of Jerry Seinfield & Bill Gates. It’s a 4.32 minute long episode where Jerry & Bill spend time with a ‘real’ family. The whole thing is very interesting as it’s the most profitable company in the world that is releasing a whole new tone of voice. They will spend […]
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BMW innovates
Nothing impresses me like a company that has found out exactly what they should do to build their brand and then sticks to the formula. I don’t drive a BMW but I must say these guys from Germany are not far from making me into a customer. Their brand has been closely connected with innovation […]
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Twingly turns server problems into branding
I pointed my browser towards Twingly when I landed on an Error 500: Internal server error page. Once there I was greeted by this beautiful error message. It’s funny how a little bit of humor makes you wanna come back…even though the service actually didn’t work. This is something many of the old companies definitely can learn from. ps. […]