Brand X is your custom-designed brand journey.

Many companies have great products and services but lack clear direction, a common story and tools to help them grow and create a long-term business impact. Growth strategies in the business landscape today, have driven companies to try many different approaches of which the impact has remained small and caused misalignment.

Companies struggle with where to start and what to do when looking for growth. Strategies become goals without direction and CEO’s claim that after strategies have been set – very little happens. “It feels like we are stuck in a waiting room.”

Those companies that have achieved commercial success build it on a well defined and unique purpose that resonates with customer demands. This purpose provides direction, clarity and focus throughout the organisation, bridging long- and short-term accordingly. These commercially outside-in driven companies tend to outperform the market with a platform for long-term competitive success. Regardless of the starting point, most companies have a solid business but need to explore fresh ideas and identify new strategically aligned growth opportunities that drive profits, engage employees, excite customers and inspire investor confidence.



Brand X is a unique journey which includes a company specific audit for quick-wins and a long-term development roadmap. We combine technology with human processes, external market knowledge with internal operational excellence to create a platform for growth. Brand X will be the toolbox for success you always wished you had.

Our mission at Hanken & SSE Executive Education is to help you energise your commercial operations by combining great minds and sharing the secrets and methods of Swedish and international companies who have excelled, created new markets and opportunities for long term success. The true awareness and understanding of where your brand is and the way forward based on an outside-in approach that resonates to and drives customer demand. Brand X gives you the energy to speed up transformation towards your next step.

We are your independent second opinion giving an expert view, based on academic research and commercial experience from mind-blowing entrepreneurs to multinational companies. Our mission is to support you in creating an outside-in driven purpose that align the organisation to achieve long-term commercial success.

Together we will answer:

Why would your customers buy from you – what makes them tick, what makes you relevant?

Which brand position would you need to increase sales and create along-term competitive advantage?

How much growth do you need to increase your company value?

Which channels do you need and to what extent to make your customers loyal beyond reason?

How would you need to organise and unite the organisation to have one voice driven by a strong purpose?

How we do it

01 Company-specific audit – Autumn 2018

02 Quick wins – 6-7 February 2019

03 Defining purpose – 13-14 March 2019

04 Platform for success – 10-11 April 2019

05 A unified organisation 22-23 May 2019

Erik Modig

Erik Modig is assistant professor at the Department of Marketing and Strategy at Stockholm School of Economics. Erik Modig’s research focuses on market communication and how our knowledge of customer psychology can increase the effectiveness of marketing communication as well as the delivered value to the customer. Erik has years of experience from working with global brands on how marketing and market communication could have an impact on business results. His latest book Bang for the buck won the price Marketing Book of the Year in 2017. He is an experienced lecturer.

Leif Fågelstedt

Leif Fågelstedt is an independent consultant that offers business and marketing support and acts as an advisor and coach to established companies and start-ups who want to achieve their targets, differentiate themselves from the competition and leverage the opportunities that a digital transformation can generate. He draws from over 25 years of experience in different global marketing and strategy roles from IT, TeleCom, Media, Industrial and Services sectors and has deep knowledge from more than 12 years of CEO and leadership experience in the advertising industry.

Malin Groop

Malin Groop, M Sc. (Econ), is an entrepreneur and a brand strategist of keen foresight. Over the past 20 years, serving as CMO and Strategy Director in Helsinki and Stockholm, she has worked with many of the most prestigious Nordic brands. Malin has been involved in-depth and across functions within food & beverage, retail, lifestyle, telco and heavy-weight industrial solutions. From utilising insights for innovation and differentiating companies on new markets to articulating brand cores that engage audiences across cultures.

Fredrik Hallberg

Fredrik Hallberg has twenty years of experience from working with insights in media agencies, knowing exactly were to find more bang for the buck for your investments. He works with companies to ensure that they are spending their Euros on the right kind of communication and in the right media.

John Ekman

John Ekman took online conversion to Sweden and is seen as the best brain in the business when it comes to identifying possibilities and weaknesses with companies online conversion strategy. Learn from the best on how to keep up the pace in the online race.

Peter Lundberg

Peter and Kaj are the founders of Kapero, a management consultant agency specialising in making marketing departments as effective as possible. They have helped many of the biggest Nordic companies to stream line their marketing processes and cut costs – big dreams from small streams.

Kaj Johansson

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