Branding by Tony Apéria

Last week at the airport I picked up a copy of the airport magazine "Inrikes". It featured an interesting, but too short, article about Tony Apéria, and his Nordic Brand Academy. Each year they publish a list of the most successful Swedish brands. This year IKEA was number one.

Apéria states two important perspectives when building brand strategies: first, the managment needs to have a clear vision and get the employees to feel as a part of the corporate culture, and secondly, the employees need to engage the clients as part of the vision.
Apéria also speaks of building emotional connections and trying to get the brand's personality to shine through.

Interesting, but, too short. I will have to check out some of Apéria's books... Pick up the magazine at the airport if you are flying within Sweden the next few weeks!