The fun in funnel since 2022.
Independent planner and
brand strategist.
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STRATEGIC
ACCIDENTS
I’m Johan, an Independent planner and brand strategist who helps brands and agencies develop brand and creative strategies. I call my legal entity Strategic Accidents because serendipity is crucial for intelligent strategic ideas.
I’ve worked equally as a brand strategy consultant for the last three years. Both directly with some amazing brands that needed to revitalize their brand strategies, and as a freelance planner supporting some of the Nordic’s best creative agencies to crack complex strategic problems. Always, with the same aim: to put the fun in the funnel.
Before turning independent, I spent 12 years as an agency strategist and led and developed planning and strategy departments at Edelman Deportivo and NORD DDB. If you want to know more about my background, read my resume.
I write a bi-weekly newsletter on marketing insights. It’s called Accidental Insights. Go subscribe here!
SERVICES
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Helping brands develop their brand strategy and brand positioning, as well as different dimensions of the brand strategy. I do this throughout a prototype-based process.
Services include:
→ Brand positioning
→ Brand architecture
→ Brand purpose
→ Target group refinement
→ Strategic messaging
→ Sustainability brand strategy
→ Evaluation of existing brand -
Helping brands understand their customers and where the zeitgeist is moving in their category. Always in a way that is more pop cultural and less corporate.
Services include:
→ One-on-one interviews
→ Focus groups
→ Insights reports
→ Trend reports and analysis
→ Trend and insights workshops -
Support creative agencies and in-house departments teams with creative strategy and comms strategy.
Services include
→ Creative insights
→ Big idea/concept development
→ Creative brief writing
→ Comms planning
→ Messaging strategy
→ Roll-out plan
→ KPI and objectives frameworks
→ Evaluation of pre-testing results
→ Effectiveness evaluation -
Train agencies and marketing departments on different topics related to brand marketing.
Topics include:
→ Integrated idea development
→ Strategic planning
→ Brand strategy
→ Creative insights
→ KPI’s and measurment
I lecture at leading schools such as Berghs School of Communications and Stockholm University.