Why do we chose one brand over another?

Is the car we drive a part of our personality? Which bank will get our custom, our loyalty? What does the beer in our hand signal, besides the fact that it’s a beer? Why are we prepared to pay a lot more for this particular hotel?

There are no short-cuts for those who want to build loyalty and a strong brand. The range of products and services and information on offer day is too great, and the choice is endless. We are bombarded with so many impressions that we can scarcely take them all in – the most important thing becomes what we know.

We choose the brands that inspire us. Those that touch us, and thrill our senses. Companies that stand for something, and are symbolic of our values and what drives us. Companies that can communicate their passion and tell stories. We sympathise with those who know why they do what they do, and have the ability to communicate it. Year after year, again and again.

At ICON Brands, we have helped some of Sweden’s most successful companies to communicate their message. Some people call it content marketing. Others call it advertising. Or strategic marketing PR. We don’t care what you call it, as long as it inspires, engages and builds loyalty. As long as it is long term, values-driven and passionate.

For five years, we have also marketed our own very successful brand: ICON Magazine. Why? We are convinced that meeting new people and experiencing their passion first-hand is contagious. We believe that if we all broaden our horizons and allow ourselves to be inspired by each other, our world will get that little bit better.