This morning, together with Brand Marketing Sweden, we hosted a breakfast filled with powerful brand journeys, deep insights, and inspiration on how to build communication that truly resonates.

IKEA – Wherever Life Goes 

How do you land on a concept that becomes a classic? Jerker Winther and Sophia Wattjersson from NoA | Åkestam Holst took us behind the scenes of the successful concept “Wherever Life Goes” (“När livet händer”). We heard about the entire journey behind its creation and why that specific insight became the key to IKEA’s communication.

• ’Wherever Life Goes’ is a natural evolution of the previous concept. The proximity to everyday life and living remains, but with a new narrative approach and a clear ownership of change that ensures IKEA is top of mind for more people, and more often, say Jerker Winther and Sophia Wattjersson.

Triumf Glass AB – Building a Brand Over Time 

From local to national! Moa Frisk, Marketing Manager at Triumf Glass AB, shared the strategy behind how the family-owned company from Sävedalen creates relevance, loyalty, and sustainable growth in a fiercely competitive market. We gained valuable insights into how they combine smart product development, targeted partnerships, and long-term marketing.

• Ice cream is a news-driven industry, which demands that we deliver something that feels genuinely exciting every season. Our goal has been to be where consumers already are—in their everyday lives, across multiple channels—with communication that not only gets noticed, but engages and builds the relationship with the brand over time, says Moa Frisk.

A big thank you to everyone who showed up and started the day with us, and an extra warm thank you to our fantastic speakers Jerker, Sophia, and Moa for sharing your expertise!