STOCKHOLM U πŸ™ŒπŸΌ

During our visit to Stockholm University, we met with a marketing professor who discussed marketing concepts that underlie the strategies companies employ in the advertisements I am exposed to on a daily basis. These strategies revolve around the concept of country mythologies: the beliefs that other countries possess about the culture of a particular country. As an example, one of the Swedish mythologies is that the country is the sex capital of the world and that it is full of the most beautiful women in the world and everyone behaves in a sexually depraved manner. As their name suggests, these mythologies are myth and don't have any basis in truth most of the time. Companies, the professor that we spoke with contended, strategically use various country mythologies in their marketing messages to achieve a certain position within the minds of consumers. In the included photo, the various strategies and corresponding positions that companies can employ are depicted. In the provincial strategy, a company is marketing to consumers within the country that it is based/operating in and employs cultural mythologies that these consumers have developed about their home country; the professor that we spoke used ICA, the Swedish-originated grocery giant, as a company that employs the provincial strategy. ICA ran a campaign in which a group of Swedes celebrating the nationally recognized holiday during crayfish season did what most Swedes believe their fellow Swedes do during this holiday: capitalize on an excuse to celebrate without actually eating any crayfish. The next strategy is the national strategy, which is employed by companies marketing to consumers outside of the country that they're based/operating in using the cultural mythologies that these international consumers hold about this country. The third strategy is the pseudo international strategy, and this strategy is employed by companies that market to consumers within the country, but in their marketing efforts, these companies reject their heritage and claim lineage elsewhere. The example given of a company with marketing efforts that have an undercurrent of this pseudo international strategy was Lexington Company: Lexington Company is a company that originated in Sweden and caters to the Swedish population, but the company does everything in its power to make people believe that it's an American brand and leverages the fascination that most foreign countries have for America in order to sell its products. The final strategy is the cosmopolitan strategy, and this strategy is employed by companies that cater to an international customer base that reject their heritage and refuse to claim lineage altogether. Acne studios, a fashion brand that was founded in Sweden, is an example of a company that has perfected the art of the cosmopolitan strategy: Acne Studios never leverages its heritage or counterfeit claims to any other heritage in its marketing efforts intentionally, and it is this ambiguity regarding its origin that makes the brand seem “cool” in the eyes of consumers.

Here is the grid depicting all of the different marketing strategies a company can employ based on the heritage the company wants to leverage and whether the company wants to address a domestic or international market.
The 2 handsome group members responsible for this blog post attending the lecture at Stockholm University.