Cases

Hultafors Group is an international company offering a portfolio of leading brands (Snickers Workwear, Hultafors, Wibe Ladders, Solid Gear, Dunderdon, Toe Guard, Hellberg Safety and Johnson Level) that keep professional craftsmen at the forefront in terms of functionality, safety, protection and overall efficiency.The company is growing trough organic growth and acquisition and was at a point where they wanted to create an even stronger branding and marketing program. Elisabeth Back was asked by the CEO, Ole Kristian Joedahl, to design a brand portfolio strategy creating a logic for the portfolio and strong brand platforms for each brand. In addition Elisabeth worked together with the marketing team to elevate the way of working and the organisational set up introducing global marketing plans with strong ideas for content marketing and clear channel strategies.

The Absolut Company is part of the Pernod Ricard Group, the second largest wine and spirits company in the world. The Absolut Company runs a portfolio of global brands such as Absolut, Malibu, Kahlua and Our Vodka. Elisabeth Back worked for The Absolut Company 2007-2011 as the Global Director Insight and Innovation. As such she and her team made sure the creative marketing of the brands was founded on deep human insights and inspiring future trends. She led the work of creating a new model for a global consumer segmentation to be used for creating 360 innovation concepts. She also instigated a future insight program “At the leading edge of contemporary culture” producing a book and a program for creating marketing initiatives linked to brand mission. In addition, she introduced and led a new way of working to create innovation strategies for all brands and beyond existing brands. An example of outcome of this was the launch of Absolut Elyx, Absolut’s super premium offering.

Zound Industries is a successful and rapidly growing start up at the intersection between lifestyle and tech that design, develop and market headphones and speakers. Their brands are Urbanears and Marshall. The International Marketing Director wanted to build an inspiring and professional way of collaborating with the many local markets as a way of further growing the brands businesses and presence in each market at the same time as creating international synergies. Elisabeth Back was asked to support with a structure for this. The solution was co-creation of annual Brand Plans for Urbanears and Marshall trough cross-functional (central brand teams, PR, local sales, agencies, etc) workshops. Elisabeth provided the template of the Brand Plans and the planning, facilitation and documentation of the workshops.