Scandinavian Branding, Ingredients for succesDorte KroghAccount Director at Sylvester Hvid Design, Copenhagen
DORTE KROGH· 25 years of experience strategic with visual identities and branding for large Danish and Norwegian  enterpri...
RECOGNITION         REPETITION
Be VisibleBe Authentic                              Be Distinctive     Be Transparent                Be Consistent        ...
Performance                         BEHAVEVisual identity   LOOK                 SAY Communicate
BE TRUE      To the concept      To the values      To each other      And know your brand-value
STRYN32,965 inhabitants
NORWAY MEETS THE WORLD
THE CONTRAST
MOODS NUMBERS      2003-2009     August 2003    The full line hit the stores,                    The press honored Moods o...
MOODS NUMBERS   2003-2009     2005       1.5 million USD. Revenues began to almost double yearly:     2006       2.3 milli...
BE TRUETO THE CONCEPT…
“… You want the consumer to spend as much time thinking about yourproduct as possible. All these stories get the customer ...
Be Visible                                Be Distinctive    Be AuthenticBe Transparent                                Be C...
THE SECRET RECIPE
“… A lot of brands are trying to be the mosttrendy or the most cool, but that positionalways varies. We’re trying to be co...
Finance Sales                     Stores        Production    The Moods Boys                       PR                     ...
“… I think everyone who works at Moods is tuned in toalways go ahead with something, to maybe look for thenext clothing co...
NORWAY MEETS THE WORLD
MADE IN EUROPEBY REALLY REALLY PRETTY     BLONDE GIRLS                       And …      Made in Europe by hot blond and hu...
Business                             Strategic partnerships, re-    Production                             investment, Fla...
SEPTEMBER        2011
EVEN MOREHAPPY?
We signed Harvey Nichols Hong Kong as a retail distributor atthe New York trade fair. We now have 13 brand stores in Norwa...
We have launched our own sports collection entitled ”CocktailSports” which will be sold in 80 stores in Norway and later i...
 Our profits came to100 million NOK in 2009.In 2010, profits were200 million NOK.
 So double up !! ;)The Moods of Norway universe is rapidly expanding. :) 
… And Dorte, we have had twice as much fun as we had before :)                Have a wonderful day in the sun.            ...
Dorte KroghAccount Director at Sylvester Hvid Design, Copenhagendk@shc.dkshc.dkkrogh.dkmoodsofnorway.com
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design
Upcoming SlideShare
Loading in …5
×

Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design

1,029 views
750 views

Published on

20.9.2011 Menesty Skandinavian kuluttajamarkkinoilla 20.9.2011 Wanha Satama. Tapahtuman esitysmateriaali.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,029
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Scandinavian branding, ingredients for success Dorthe Krogh, sSylvester Hvid Design

  1. 1. Scandinavian Branding, Ingredients for succesDorte KroghAccount Director at Sylvester Hvid Design, Copenhagen
  2. 2. DORTE KROGH· 25 years of experience strategic with visual identities and branding for large Danish and Norwegian enterprises. References include Royal Copenhagen, Rosendahl, Danisco, Royal Greenland, PepsiMax Medicon Valley Alliance, NRK, Tandberg, Bio Tech North.· Own design agency from 1992-2011. Now Account Director of Sylvester Hvid Design in Copenhagen.· Initiator of Danish Design Association and DOT, Designers of Today.· Board member of Danish Designers 2004-2006. Representing Denmark at Icograda congress in Havana. Boardmember of Danish Design Association 2008-2011· Jury member in Norway 2007-2010. Norwegian Design Excellence Award.· Jury member in Wolda. World design Logo Competition 2009.· Harvard Business School. ”Business Perspective for Creative Leaders”. Authored Harvard Business Case on Moods of Norway. dk@shc.dk 
  3. 3. RECOGNITION REPETITION
  4. 4. Be VisibleBe Authentic Be Distinctive Be Transparent Be Consistent Fombrun & Van Riel
  5. 5. Performance BEHAVEVisual identity LOOK SAY Communicate
  6. 6. BE TRUE To the concept To the values To each other And know your brand-value
  7. 7. STRYN32,965 inhabitants
  8. 8. NORWAY MEETS THE WORLD
  9. 9. THE CONTRAST
  10. 10. MOODS NUMBERS 2003-2009 August 2003 The full line hit the stores, The press honored Moods of Norway as the best clothing brand in Norway one month before the clothing was even delivered. November 2003 Publicity took off!! The Norwegian Crown Prince and a Norwegian rock musician coincidentally appeared in the press wearing the same Moods cocktail suit. August 2004 40,000 USD. The company was profitable in Year 1. 2004 800,000 USD.
  11. 11. MOODS NUMBERS 2003-2009 2005 1.5 million USD. Revenues began to almost double yearly: 2006 2.3 million USD 2007  4 million USD. 2008  A 110% increase in sales, despite the economic downturn (Norwegian clothing sales decreased 20-30% in November and December of 2008 2009 Projected to reach 15 million USD (90 million Norwegian kroner) in sales in 2009. The owners chose to invest these profits back into company growth
  12. 12. BE TRUETO THE CONCEPT…
  13. 13. “… You want the consumer to spend as much time thinking about yourproduct as possible. All these stories get the customer to reflect on whythese features fit the product. Which is good for remembering the brand …”” If you spend all this time and energy to think up these concepts andstories, then if you every really get criticized or analyzed, then they’re reallygoing to find something good. If you go way deep back into the Moodsconcept, then it’s going to be pretty solid all the way back to Simen’sgrandma crossstitching. It’s watertight, so to speak. We’re not playingaround …” – Peder Børresen
  14. 14. Be Visible Be Distinctive Be AuthenticBe Transparent Be Consistent Fombrun & Van Riel
  15. 15. THE SECRET RECIPE
  16. 16. “… A lot of brands are trying to be the mosttrendy or the most cool, but that positionalways varies. We’re trying to be cosy andcool – that position is not taken by as manybrands …” – Simen Staalnacke
  17. 17. Finance Sales Stores Production The Moods Boys PR BRAND (not product) Logistic DEVELOPMENTDesigners “The mom test”
  18. 18. “… I think everyone who works at Moods is tuned in toalways go ahead with something, to maybe look for thenext clothing concept or how to make it even cooler. We’renot satisfied, we don’t settle…we always invent ourselves… Everyone should do what they do the best; that’swhen you build the best organization. What Peder, Simen,and I do best is build the brand.” – Stefan Dahlquist
  19. 19. NORWAY MEETS THE WORLD
  20. 20. MADE IN EUROPEBY REALLY REALLY PRETTY BLONDE GIRLS And … Made in Europe by hot blond and hunky guys
  21. 21. Business Strategic partnerships, re- Production investment, Flag-ship stores Mom-testStorytelling Ola pants, medals, Ship, Limosine,Rock-stars, trips, PR CAA in LA, Grandma in Stryn Products Fashion, Eye-wear, Shoes, Furniture, Staff Food, Even hotels … Living the brand
  22. 22. SEPTEMBER 2011
  23. 23. EVEN MOREHAPPY?
  24. 24. We signed Harvey Nichols Hong Kong as a retail distributor atthe New York trade fair. We now have 13 brand stores in Norway. (2009 only a few)USA profits have doubled and Moods supplies approx. 70 storesin USA, including Macy’s, the biggest client. On 20th October we will be presented with the ”NorwegianChamber of Commerce” award for Best Norwegian Ambassadorin the USA. The award is to be presented in New York.  
  25. 25. We have launched our own sports collection entitled ”CocktailSports” which will be sold in 80 stores in Norway and later instores across Europe.On 21 November we will launch the brand fragrances ”Eau deCoctail” :) for men and women in 100 stores throughout Norway.The fragrance will later be available in international duty-freeshops. We have hired 25 new employees in both design andadministration. Double up!
  26. 26.  Our profits came to100 million NOK in 2009.In 2010, profits were200 million NOK.
  27. 27.  So double up !! ;)The Moods of Norway universe is rapidly expanding. :) 
  28. 28. … And Dorte, we have had twice as much fun as we had before :)  Have a wonderful day in the sun. Simen sala bim
  29. 29. Dorte KroghAccount Director at Sylvester Hvid Design, Copenhagendk@shc.dkshc.dkkrogh.dkmoodsofnorway.com

×