Joakim Noren 'Progressive National Branding and Cultural Positivity'

Series One In this episode of #TheNewAbnormal podcast, I interviewed Joakim Noren, who is now a consultant, having been the Marketing Director and Vice President of Artipelag - a unique international venue for art, culture and design, beautifully set among pine trees on Varmdo in the Stockholm archipelago. Previously, Joakim was at the Swedish Institute, where he developed the 'Brand Sweden' platform into a complete brand strategy. Prior to that he'd been head of their strategy unit, which followed on from years as an independent concept developer and design strategist. (I last saw him when we were in Beirut, speaking at a conference alongside Govt officials). In this podcast, we discuss issues including the complexities of national branding initiatives, ideas around consensus culture and progressive notions of #BrandSweden alongside 'Swedish Brands Today'. We discuss green investment and regenerative capitalism, and 'Now/Next/Why' regarding the implications of Covid's impact on Scandinavian society and culture.