Every company has a unique history that can be used as a strategic asset for growth and development. This is called history marketing - and in 2023, we wrote a book about it. Read the web version here —or buy the printed book here.
Where we meet a hesitant marketing director who believes that history and the future point in opposite directions, when in fact they both point forward! We establish what history marketing means: drawing strength from the past for what we do today. We explore the concept's roots and take a first glance at the book’s strategic toolbox.
Where we note that companies like to mention how old they are, agree that history is important to humans and amaze at how, despite this, companies often still try to break free from what has been. When they could be using their heritage to propel them forward.
Where we establish what makes history a truly strategic asset for companies to use. We also examine the business benefits that companies gain from using history. (There are three, it turns out.)
Further reading: The academic broader view on uses of history
Where we dicuss the key decisions that all users of history must make, regardless of if they are just starting out with history marketing or if they’ve been at it for a while.
Further reading: Let the researchers into the archives too!
Where we describe the process for history marketing that we’ve refined over the years and that strikes the right balance between then and now. It builds on three guidelines, one Heritage Statement and three process steps.
The book draws on +50 years of experience at the Centre for Business History - and on contemporary research, examples, and insights. Here are the book’s sources and further reading.
A handbook on using company history in business, published in 2023 by our own publishing house, Förlaget Näringslivshistoria. Full of both theory and practical examples—all based on our more than 50 years of experience helping companies preserve and tell their history.
At the History Marketing Summit 2023, Anders Sjöman presented the book—and shared more about how companies can activate their history as a business-driving tool.
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