Be your best self.

Helping brands become their best possible selves - clear, meaningful, attractive to the world and ready to face any challenge.


According to the ancient Greeks strategy is about choosing which battles to fight, and how, in order to win a war situation. Thankfully we have a more friendly approach. For us strategy means figuring out the purpose of a brand (why it exists) and setting a direction that will make it attractive to consumers. Put simply, we help our clients make the most of their business opportunities, to win battles against competitors and in the process build a stronger brand.


Positioning & Brand platform

Brand architecture & Portfolio strategy

Assortment strategy


Realisation roadmap & Implementation

Strategic brand advisor


We start by identifying brand potential. That’s understanding the consumers, the market situation, the business challenges and competitive environment. Based on a solid insight foundation we then get creative and shape a future strategy for the brand by working in close collaboration - a simple fusion of our brand expertise with our clients unique knowledge of the down-to-business details.


How does a brand that’s been around since 1892 transition from nostalgia to leading innovator in the outdoor industry? Start with the brand why - the brand’s ultimate reason for being, and the role it plays in peoples lives, add their true passion for the outdoors and leverage the companies almost unrivalled Swedish engineering expertise. Simple really, or that’s how we helped Primus become an award-winning brand relevant to a new generation of outdoor lovers around the world.

More work on Strategy

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Contact Us

  • Bjarne Otterdahl

    +46 707 56 32 44

  • Anette Brolin Berg

    +46 707 92 80 10

  • Marie Rudolphie

    +46 703 15 98 26

Business enquiries

  • Scott Claridge

    +46 761 99 44 84