At History Marketing Summit 2016, Swedish and global companies shared how they use their history as leverage for future development. Here are all filmed conversations and presentations.

Today, more and more companies are using their own history as a lever for future development. At the History Marketing Summit 2016, which was held on 1 September in the Volvo Showroom in Stockholm, marketing managers and business leaders who work with history marketing met to share best practices. Here are their presentations and the filmed panel discussions.

Part 1. “Why do we care about history in the first place?”

This is history marketing – Anders Sjöman from the Center for Business History began with a description of the concepts of history marketing and heritage management.

”Usages of the Past: History, Reputation and Storytelling”:  Ben Wubs from the Erasmus School of History, Culture & Communication in Rotterdam talked about what it is that makes history so valueable.

Part 2. The practitioners: ”This is how we create business value from our history”

The benefit of history for the fashion industry: A conversation between Margareta van den Bosch, H&M and Gianluca Pastore, Benetton Group led by fashion historian Ingrid Giertz-Mårtenson.

This is how history strengthens consumer brands: Ted Ryan, Coca Cola Archives, and Per Carleö, Volvo Car Sweden, in conversation with Anders Houltz from the Center for Business History.

Using our Swedish heritage – globally: Ben de Vries, Ericsson, and Patrik Nygren-Bonnier, IKEA, with Anders Houltz, from the Center for Business History.

Bringing the story of family-run companies: Melanie Aspey, Rothschild Archives, and Albert Bonnier, Albert Bonniers Förlag, on the generational perspective in family-run companies.

Part 3. The experience: ”About the future of history”

HMS16 concluded with a commentary about the future of history from Viveca Ax:son Johnson, chairman of Nordstjernan.