Sep 9, 2021 at Nalen. With Adidas (Germany), Ford Motors (USA), Swedbank, Spotify, Skansen, Nobel Museum.
Also: Marketing managers from ICA and Arla on keeping fingers in check. Democracy ambassador Lena Posner Körösi on how history is needed for all parts of society. Dalén Museum and Economic Museum on the reality of the museum world.
After eight years at the Adidas corporate archive, Martin Gebhardt brought all he knows about Adidas' rich history to his new position – at the Adidas marketing department. He shared more about how history helps when marketing today's shoes.
In 118 years, a car company manages to create a lot of history. Ted and his team at Ford Motors collect physical and digital artifacts – so that Ford can use history for its future focus. And sometimes even contribute to historical fake documentaries!
The first savings bank was founded in 1820. Swedbank, whose roots go back to that very bank, chose to highlight this in 2020. But how do you celebrate an idea? Among other things, through the concept "Forward then, forward now." Johan Eriksson, Head of Communications at Swedbank, shared more.
Suddenly, a company is breaking with all conventions – about how work is done in companies. At Spotify, employees will now be able to work from wherever they want. Because "work is something you do, not somewhere you go," said Katarina Berg, Spotify's global HR chief.
Skansen is not only a popular destination, its environments are also popular filming locations. But no film crews are allowed in without agreements with Helene Winberg, film coordinator. Thus providing the open-air museum with a revenue source in the million range.
The Nobel Prize is known worldwide today – but it took time to get there. Historian Gustav Källstrand, who has a new book about the Nobel Prize and the history of the Nobel Foundation, talked more about how it happened – and about the work currently ongoing in the Nobel Foundation's archives.
As a marketing manager, you always want to create something new. So how do you avoid NOT abolishing historical concepts? Like the ICA soap opera (started in 2001) or the Bregott factory (started in 1995)? Josefin Lundmark from ICA and Antoine Riché from Arla explained how they keep their hands in check.
This year, 2021, Sweden celebrates 100 years of universal and equal suffrage. A democratic milestone. But the road there was not obvious. Just as democracy does not survive without constant maintenance. Lena Posner Körösi, democracy ambassador for the committee Democracy 100 Years, provided perspective.
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