Solving a company’s challenge

If you are afraid of losing, then you daren’t win” Björn Borg

Björn Borg is a former no. 1 tennis player from Sweden who was the first to win Wimbledon 5 times in a row and the French Open 6 times, and is considered to be one of the greatest tennis players of all time. That’s the story behind the Swedish brand Björn Borg. Our professor has invited Jonas to share with us his role as a marketing and communications manager at Björn Borg and the insights about marketing, brand communications and brand management. He presented a challenge which the company currently faces and engaged us in finding the solutions where we worked in different teams and was given a limited time. Finding the market niche and being distinct from the competitors very much involved spilling our creative and analytic brain juices and thinking outside the box but I totally love working with creativity!

The above image was taken from Björn Borg AW14 ‘Flirtual Reality‘ marketing campaign. It’s a Swedish brand but campaign setting is in Park Avenue, NY. What kind of vibe did you get? For those who don’t know the brand, can you tell their target group and what kind of products are they selling? For game lovers, Björn Borg SS15 game-inspired runway show at Stockholm Fashion Week gives a sneak peak of the upcoming ‘First Person Lover’ computer game which will be released worldwide in January 2015. Fashion and gaming – why not?

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