March 30, 2017

There’s no doubt which need has the most heroic-sounding definitions. Knowing your own mind. Going your own way. Holding your course. Keeping your nerve. Sticking to your guns. Staying true to yourself.


Independence is about strength of will. It’s the maverick in all of us, the part that doesn’t worry too much what others think.


Where you find the need,...

March 16, 2017

I think it was Benny, but it might have been Björn. The one with the beard, although now they both have one. Married to Frida with the red hair, not Agnetha with the blond, who was married to Björn. Although no one’s married to anyone anymore.


Anyway, the pianist. I watched an interview with him years ago, where he was asked how you write a song as brilliant a...

March 2, 2017

You don’t hear so much about brand essences these days. You still see them at the top or in the middle of brand models. But no one seems to talk about them any more.


Funny, because they used to be all the rage. The essence was the crowning glory of every brand presentation. “Because in the end, when everything else is stripped away, what this brand is all abou...

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