BORN IN THE USA (Or Sweden, or Germany, or Firenze...)

On Thursday October 24th, UP THERE, EVERYWHERE hosted a fascinating Branding Question Time session, diving into the powerful role that a brand’s place of origin plays in shaping global perception and market appeal.

From Apple’s California roots to IKEA’s Swedish heritage and Burberry’s British identity, the session unpacked how location adds depth, identity, and even a competitive edge to some of the world’s most iconic brands. Hear what went wrong when British Airways tried to change their brand identity. Our expert panel explored how deeply “Made In…” labels resonate with customers, influence business decisions, and impacts recruitment, tourism, and investment.

Curious? Fill out the form below for free access to replay and catch up on insights from some of the best in the industry.

The seminar was held at UP THERE, EVERYWHERE's Global HQ in Stockholm, Sweden.

What was the seminar about?

Hear from a panel of experts in branding, marketing, and communications as they share their experience in how brands leverage their heritage and place of origin to create and inform their brand on a global stage.

What is covered in the seminar film?

- Watch the presentation by Charlotte Ungerth, Global Medical Marketing Director at RELIFE Menarini on how they used their home city of Florence to help shape their global brand.

- Gain insights from an exclusive expert panel discussion

- Real-world brand examples

- Audience Q&A session

OK, I'm ready - what next!

Sign up to access the recording of this seminar directly for free and gain fresh perspectives on the power of origin in branding.

DETAILS

Charlotte Ungerth, Global Medical Marketing Director of RELIFE, the aesthetics brand of the Menarini Group in Italy, gave a short presentation on how RELIFE leveraged their Italian heritage and made their home city of Firenze central to their global brand re-launch.

Following this a panel of experts, including specialists in branding, marketing, and business, discussed the pros and cons of leveraging where you come from as part of your brand, marketing and identity.

Stockholm-based British broadcaster and producer Maddy Savage, who has two decades of experience working for the BBC and other high-profile global media, was the moderator of the session. She put attendees questions to the panel in the seminar.

ACCESS THE SEMINAR FILM REPLAY HERE

OUR EXPERT'S

Michael Persson Gripkow

Bergh's School of Communication

Michael works as a senior brand consultant and has experience of having been responsible for brand management of some of Sweden's best-known brands, including the brand Sweden.

Before starting his own company, focusing on national, regional and place branding, Michael led "Brand Sweden" at Visit Sweden 2016-2021. He played a key role in the further development of the brand strategy, team collaboration and implementation. He also led Sweden's export program for design, food and nature tourism, including both national and regional collaborations with Sweden's cities and regions, including Visit Skåne.

Michael also has many years of experience as brand and marketing manager for Volvo Cars, the Royal Opera, Swedavia and Absolut Vodka.

Today, Michael works on assignments within Place Branding, positioning and business strategy for both private and public clients. Michael is former chairman of Svensk Destinationsutveckling AB and now course leader for Bergh's School of Communications training "Place Branding" and runs the network "Place Branding Executives" which is aimed at communicators, real estate companies and others wanting to develop their place brand.

Anna Gissler

Head of Communication and Market at AMF Fastigheter

Anna is Head of Market and Communication at AMF Fastigheter, an organisation that develops real estate and commercial properties with a portfolio worth more than 8 billion euros.

AMF has some of the best known properties in the Stockholm area such as Gallerian and MOOD, offering contemporary brand-name retail stores, services, restaurants and cafes; as well as city developments like Marievik offering one of Stockholm's fastest growing areas where you can work and live at a lakeside location by Liljeholmskajen.

Previously Anna has worked in several senior roles for the city of Stockholm as both a political secretary to the Vice Mayor and CEO at Invest Stockholm as well as deputy CEO at Stockholm Business Region - the official inward investment and visitors agency for the region of Stockholm.

Apart from management roles Anna has also worked at a senior level with business development, marketing strategy, change management, and strategic communications.

Anna is also a well known public speaker at seminars and events throughout Sweden as well as Europe.

Charlotte Ungerth

Global Medical Marketing Director at RELIFE Menarini

Charlotte Ungerth (also known as Lotti), is a dynamic leader with a strong foundation in both business and science, holds a Business Diploma from the Stockholm School of Economics and a Master of Science in Biomedicine.

With over a decade of experience in the pharmaceutical and aesthetics industries, she has proven expertise in global brand management and strategic growth initiatives.

As the former Global Brand Director at SOBI AB, Charlotte led communication strategies for business development in the inflammation therapeutics area. Additionally, she spearheaded the successful rebranding of Restylane, transforming the iconic brand at its 25-year milestone, after overseeing its growth strategies as Head of Global Marketing.

Currently, Charlotte resides in Florence, Italy, where she is leading the global transformation of RELIFE, an aesthetics company under the Menarini Group.

Harnessing Italian heritage and creativity, she has recently launched a new global positioning campaign, bringing together science, beauty, and artistry to elevate the brand.

Moderator: Maddy Savage

BBC freelance journalist

After ten years as a BBC staff reporter and presenter in London, Maddy moved to Stockholm in 2014 to become Editor of The Local Sweden. She now works as a freelance documentary maker, podcaster and journalist for British and Swedish media, including BBC, Monocle Radio, Naudio and Podlit.

Maddy’s favourite assignments focus on Nordic innovation, sustainability and lifestyle trends.

On February 14th this year Maddy moderated the UP Seminar Has the world fallen out of love with the Swedish brand?

Outside of journalism, Maddy regularly moderates English-language business and media events across the Nordics.

Julian Reisz 2021

Julian Reisz

Director of Open innovation & Lab at Arla Foods

As Director of Open innovation & Lab at Arla Foods, Julian is helping explore the future of dairy around the world.

Half British, half French, living in Sweden he is passionate about food and drink, branding and culture.

Some of the projects he's driven in recent years: marketing single-garden luxury Chinese tea to Michelin star restaurants, creating a new Rum brand for US Hispanic market, exporting Swedish midsummer as a global celebration for a vodka company, starting his own local circular beer company.

"Food is so much more than nutrition, it's social connection, local traditions and a reflection of culture". Many food and beverage brands leverage their local or regional identities and this will be an interesting aspect of the seminars topic.

Julian is on a bit of a high at the moment as he is a keen Arsenal fan.

Julian Stubbs

Founder & Chairman UP THERE, EVERYWHERE

As a brand strategist and writer, Julian has helped shape the international marketing strategies for Hamburg, Basle, The Netherlands, Stockholm as "The Capital of Scandinavia," as well as the branding and positioning of the Hollywood movie brand Technicolor.

His first book 'WISH YOU WERE HERE' details his work for Stockholm and other brands and is the #1 best seller on place branding globally.

Julian founded UP THERE, EVERYWHERE, the pioneering global cloud-based agency in 2011 and has taken the agency from a start up of two people to sales of €10M annually, becoming Sweden's leading international marketing agency with hubs around the world and a growing global client base.

Julian is passionate about Liverpool FC, is a proud European, and calls the beautiful city of Stockholm his home.

About the event hosts

UP THERE, EVERYWHERE – The Global Cloud-Based Agency – is a full-service brand, marketing, and digital agency with a global reach. They work in globally distributed teams around the world while connecting with clients locally.

Founded in January 2011 in Stockholm, Sweden, the agency continues to drive innovative, cloud-based collaboration in the marketing services area.

The agency offers creative and strategic services for everything from market research and analysis, branding, identity and communications, through to website and ecommerce site development, inbound, content and social media marketing, to film and webinars.

Clients span a wide spectrum from established global multi-nationals to small innovative startups across a wide range of business to business and consumer areas. Today the UP Group has sales of around ten million euros, with 75% of revenue coming from outside of Sweden. For more on UP click here.

BORN IN THE USA (or Germany, Sweden or Firenze?)