Why Are Scandinavian Brands so Successful?

“Some of the values of these companies are also something that speaks to a lot of people.”

Digge Zetterberg, Frontify’s head of communications, talks about what makes Scandinavian brands so successful – from the relationship between brands and societal values to democratizing products, and everything in between:

• Scandinavian values and egalitarianism;
• Democratic design and cross-team collaboration;
• Sociocultural differences inside and between countries;
• Examples from IKEA, H&M, and others.

“A lot of these [Scandinavian] brands and a lot of these companies are very good at [cross-team collaboration].”

— Digge Zetterberg

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