Kategori: In English

  • Möt »The Brand-Man« (en intervju på Twingly Blog)

    Ett utdrag ur en intervju med mig på Twingly Blog. I intervjun får du bl.a. reda på vad jag tycker om »The Brand-Man«, hur jag använt och använder mitt bloggande och de sociala medierna i mitt yrke samt vad jag tycker att du skall tänka på om du vill använda sociala medier för att bygga ditt personliga varumärke.

  • Case: Bringing Big Mac to the table in Hong Kong

    Den första utmaningen jag ställdes inför när jag år 2009 kom till Hong Kong var att tackla det lokala Big Mac-problemet. Globalt är Big Mac en ikon – världens mest sålda hamburgare alla kategorier – men på Hong Kong-marknaden var försäljningen av Big Mac minst sagt blygsam. Och det trots att Hong Kong är världens McDonald’s-tätaste marknad. I det här inlägget kan du läsa om hur vi löste problemet och gjorde Big Mac till ett lika självklart val som i resten av världen. | Gästinlägg av Johan Östlund

  • Öppet brev till alla som köper eller säljer reklam

    ”It benefits neither the client nor the agency to have a short-term transactional view on the relationship. And the notion that one can validate a “long-term marriage with a one-night stand” is absurd. 

The main reason, both for the client and the agency, to aim for long-term relationships is the classic experience curve. The longer you work with something, the better you get at doing it. It accumulates over time. And it flows in both ways. The natural consequence is added speed, efficiency and effectiveness.” | Gästinlägg av Johan Östlund

  • How to measure success

    Someone asked me a question recently that really made me think: “How will you know when you’re successful?”. There’s a difference between being successful and feeling successful. By most standard measurements, I am enjoying more success now than at any other time in my life, but if you ask me if I feel successful, the honest answer is “not yet.” This is what makes the question so fantastic. If the goal is to feel successful, what is the measurement we should use to achieve that feeling? Gästinlägg av Simon Sinek

  • Confessions Of A PR-Man: The Future Of Advertising Is Golden

    With the rise of social media, which is profoundly composed of two-way dialogue and relationships, traditional advertising sure took a hit. It’s not like the fifties anymore. The days of the magic bullet theory are long gone. So, what to do? | Gästinlägg av Jerry Silfwer

  • Use sociology to boost your brand

    If your brand has a philosophical vision beyond the product, if it strives to claim a place in the culture instead of only on the shelves, then people who like it are going to like it even more and in a much deeper sense than if your brand is the average “trying-to-be-liked-by-everyone brand”. People will talk about your brand, they will participate in it. And instead of the conventional thinking of product and categories your brand will become an active part of the contemporary culture. After all, that is the best statement of relevant differentiation your brand can ever get. | Gästinlägg av Richard Seger Johansson

  • How to find your Why

    If you’re a leader of some sort and you don’t know what you believe, then how do you know who to hire? How do you know what message to put out to employees to inspire loyalty? What message to tell your customers to inspire them to buy from you? How do you know when you’re being authentic or not? | Gästinlägg av Simon Sinek

  • It takes two

    No matter how clear the vision, no matter how high the risk tolerance, a leader is nothing without the first person to stand up and join. For a movement to grow, for an idea to spread and for a company to become something special – it takes two. | Gästinlägg av Simon Sinek

  • The final score doesn’t matter

    The definition of ”winning” includes a subjective element – when what we actually achieve surpasses the expectations others think we could achieve. The innovator believes something can be done when others think it can’t. The entrepreneur believes a solution exists for a problem others think unsolvable (if they even recognize the problem in the first place). And this is why optimists are the most important people of all. They believe every one of us can achieve more than we think we can. They push us and they inspire us. They are able to convert our rational assessment of our abilities (thinking) into drive and passion (belief). And when people believe in you, they will rally for you, support you, send resources your way, introduce you to people and help pave the way for you to succeed. | Gästinlägg av Simon Sinek

  • Don’t protect your property

    Kodak made the biggest mistake possible. Instead of building a business around why people use film, they set out to protect the film itself. Kodak forgot that the goal in business is not to find customers for your products, it’s to make products for your customers. | Gästinlägg av Simon Sinek