September 18, 2019 at Nalen. Marcus Wallenberg from Investor opened.
Then followed Absolut, BMW (Germany), Clas Ohlson, Fazer (Finland), Astrid Lindgren AB, HarperCollins (UK) - and Pelle Kotschack from Djurgårdens IF.
Anna Malmhake, CEO of The Absolut Company, explained at the History Marketing Summit 18 how today's activities at Absolut draw their inspiration from how the vodka king L.O. Smith, the man who created absolutely pure vodka, worked.
Jacob Wallenberg, chairman of Investor AB, spoke at History Marketing Summit 18 about how today's generation of the Wallenberg family thinks about the value of history and storytelling – and how it differs from previous generations.
While many companies need to actively work to get the world to care about their history, Astrid Lindgren AB needs more to monitor and care for it - so that the true story of Astrid Lindgren is not distorted or dissipated. Malin Billing, rights manager at Astrid Lindgren AB (formerly Saltkråkan AB) and granddaughter of Astrid Lindgren, told us more.
Niklas Carlsson, Head of Communications at Clas Ohlson, talked about how the 100-year-old company from Insjön in Dalarna makes its history relevant even for today's customers and employees. (Spoiler: They do this, among other things, through the history site www.clasohlson100.com.)
Ralph Huber, head of the BMW Museum and BMW Group Classic Communications, spoke at History Marketing Summit 18 about how a classic car brand uses its history to support the sales of today's cars.
Ulrika Romantschuk, global head of communication and brand at the Finnish Fazer Group, on how the family-owned group drew on history for today's challenges. Like with a historical film where the script was written by the well-known author Kari Hotakainen.
Dawn Sinclair, archivist at the book publisher HarperCollins UK, spoke at History Marketing Summit 18 about how a 200-year-old company preserves and then activates its history to gain energy today and for the future.
Pelle Kotschack, CEO of Djurgårdens IF (the Alliance Association), talked about how a sports club, with its constant influx of new players, needs to keep the history alive for everyone. And wondered why companies do not take better care of their former employees, their "legends."
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