A brand strategist who spent the last decade getting ready for this one.
We’re entering a new era of branding.
An era where AI agents will make decisions for consumers — and some categories of brands will shift their focus to being relevant to AI rather than people.
In that era, where some decisions will be externalized and automated, some brands will thrive through optimization, much like SEO does today.
However, consumers will still make decisions. For the categories and brands they truly care about. Those brands — that will continue to thrive — will have a legacy beyond their digital, AI-shaped footprint. Those are the brands I want to help build.
My manifesto
Branding isn’t just about visibility—it’s about meaning. In a world where AI can generate content in seconds and automate decisions for consumers, the role of brand strategy is more critical than ever. My approach blends the fundamentals of timeless brand-building with the possibilities of new technology, ensuring that brands don’t just keep up, but stand out.
Bringing together the fundamental principles of a traditional education in branding and the real-world adaptability required in a post-digital era.
With over a decade of expertise in brand strategy, I bring a dynamic blend of formal education and hands-on experience. Grounded in an MSc in International Marketing and Brand Management from Lund University (2013) and a Mini MBA in Brand Management from Mark Ritson’s Marketing Week (2023), I’ve navigated diverse, international landscapes that prepared me for the disruptive forces reshaping brands today.
From crafting precision-driven strategies at boutique agencies to scaling impactful solutions within global corporations, I’ve honed my skills across industries spanning tech, finance, education, consumer goods, non profits, and many others. My approach combines strategic rigor with creative agility, ensuring brands thrive in today’s realities.
My core beliefs
01 Context comes first, creativity comes last
Every project starts with a deep diagnosis phase. I immerse myself in the organization, its culture, and the people behind it—because the best creative solutions are those rooted in real context, not just surface-level aesthetics.
02 Building from the inside out
A strong brand isn’t just a marketing exercise; it’s a reflection of internal clarity. I believe that lasting brands are built by aligning internal values, behaviors, and strategy before making external promises.
03 The brand DNA should be able to inspire internally before selling externally
A brand that only focuses on customers but fails to inspire its own people is a hollow one. The most powerful brands ignite something within their teams first—because employees who believe in the brand create the most authentic customer experiences.
04 Visual identity should serve the brand’s purpose, not just be pretty
Design isn’t decoration—it’s communication. A brand’s visual identity should be a strategic tool that reinforces its essence, values, and differentiation, not just a collection of aesthetically pleasing assets.
05 Tech-powered, humanly informed
AI is an incredible tool, but it’s not the strategist. I believe in using AI as an assistant, but the true value lies in the questions one asks, the filters they apply, and the human decisions they make. Technology should amplify strategy, not replace it.