The document discusses how corporate heritage can be used as a strategic asset. It argues that heritage is rare, imperfectly imitable, non-substitutable, and valuable, making it meet the criteria of a strategic asset. Specific ways that heritage provides value are by building brands, providing authenticity and context, and generating knowledge. The document outlines six steps for effective "history marketing" including focusing on a company's contributions to society and identifying poignant stories from the past to package and promote. It provides examples of companies that successfully utilize their heritage in branding and anniversary celebrations.

1. Using heritage as a
corporate strategic asset
Anders Sjöman
anders.sjoman@naringslivshistoria.se

2. Two perspectives

4. FUTURE
HISTORY

5. FUTURE
HISTORY

7. Est 1974: Preserve and present Swedish business history
75 000 shelf meters (Stockholm, Uppsala)
Approx 7 000 corporate archives
Commercial entity – owned by non-profit organization
• Commercial: Archival and editorial services
• Non-profit: Research centre (own and in cooperation)
28 co-workers: archivists, editors, storytellers

8. Editorial work

9. Own editorial activities

10. Coronomics: Ongoing documentation project

11. Mission Preserve and present Swedish
business history
Strategy Provide archive and editorial
services.

12. Make corporations
value their history

13. A small sign of valuing heritage:
the ”Since, ”Est” or ”Founded”…

17. ”Pioneers
outdoors
since 1879”
A claim possible
because Texas-
born ClearChannel
(founded 1972!)
bought a Swedish
printing house
founded in 1879.
17

19. 19

20. Do you have
more examples
of ”Est. Since.
Founded”?
Join the
Facebook-
group. :-)

21. Heritage is a
useful asset.
But is it a
strategic asset?

22. Ur Vattenfalls arkiv. Foto: Lennart Nilsson
Jay Barney (1991): ”Firm resources and sustained competitive advantage”
A corporate asset is strategic if it is:
Rare (Unique to the organization)
Imperfectly imitable (Can’t be copied by competitor)
Non-substitutable (Can’t be replaced b)
Valuable
1
3
4
2

23. Heritage is a strategic asset, because it is:
Rare
Non-substitutable
Valuable
1
3
4
Imperfectly
imitable
2

24. Heritage is a strategic asset, because it is:
Rare
Non-substitutable
Valuable
1
3
4
Imperfectly
imitable
2

25. Heritage is a strategic asset, because it is:
Rare
Non-substitutable
Valuable
1
3
4
Imperfectly
imitable
2
Universal Music Group Archive 1 June 2008

26. Heritage is a strategic asset, because it is:
Rare
Non-substitutable
Valuable
1
3
4
Imperfectly
imitable
2
• Builds brand

27. Heritage is a strategic asset, because it is:
Rare
Non-substitutable
Valuable
1
3
4
Imperfectly
imitable
2
• Builds brand
• Is authentic

28. Heritage is a strategic asset, because it is:
Rare
Non-substitutable
Valuable
1
3
4
Imperfectly
imitable
2
• Builds brand
• Is authentic
• Gives knowledge

29. Heritage is a strategic asset, because it is:
Rare
Non-substitutable
Valuable
1
3
4
Imperfectly
imitable
2
• Builds brand
• Is authentic
• Gives knowledge
• Creates value
The Company behind the Brand:
In Reputation We Trust, (2012),
Weber Shandwick

30. Heritage is a strategic asset, because it is:
Rare
Non-substitutable
Valuable
1
3
4
Imperfectly
imitable
2
• Builds brand
• Is authentic
• Gives knowledge
• Creates value
Purchase value
Market value
$80/share
$40/share
Goodwill
premium
Brand value
Heritage value

31. Heritage is a strategic asset, because it is:
Sällsynt
Non-substitutable
Valuable
1
3
4
Imperfectly
imitable
2
• Builds brand
• Is authentic
• Gives knowledge
• Creates value
• Gives context
Built the
country.
Furnished it. Dressed it.
Per-Albin Hansson (1885-1946)
Prime Minister 1932-1946 Ingvar Kamprad (1926-2018) Erling Persson (1917-2002)

32. Heritage is a strategic asset, because it is:
Rare and unique
Non-substitutable
Valuable
1
3
4
Imperfectly imitable
2
• Builds brand
• Is authentic
• Gives knowledge
• Creates value
• Gives context

33. FUTURE
HISTORY

34. History marketing is…
…when an organization actively uses
its own authentic heritage
or its historical context
for business purposes.

35. …build
the brand.
..strengthen
the organization
..handle risk
and change
Effective use of corporate history will help to…

36. Six steps to effective history marketing:
The perspective:
1. Your heritage is your proof
point for today’s promises.
2. Start with the future and work
backwards.
3. Focus on what you’ve added to
society, not how you did it.
The work:
4. Create a historical overview
(perhaps a ”history sheet”)
5. Identify the most poignant
stories.
6. Start packaging (web, books,
magazines, movies, podcasts,
exhibitions…)
At all steps: Verify! Fact check! Don’t cherry pick!

37. Anniversaries!
Use them!

38. Use all the chances a
corporate anniversary
gives you!
Martin von Arronet, Electrolux (After 100 Year Anniversary 2019.)
“10 tips: How to make the most out of a corporate anniversary”

39. • H&M
• Benetton
• BMW
• Mercedes-Benz
• Budweiser
• Adidas
• Martini & Rossi
• ESB Ireland
• Electrolux
• IKEA
• Ericsson
• Swarovski
• Absolut
• Investor
• Levi’s
• HarperCollins UK
…and more
https://www.naringslivshistoria.se/en/cfn-nyheter/this-is-how-we-
use-our-history-companies-share-history-marketing-practices/

40. Thank you!
Anders Sjöman
anders.sjoman@naringslivshistoria.se

41. Anders Sjöman
anders.sjoman@naringslivshistoria.se
www.naringslivshistoria.se/en