History marketing – Using history as a corporate strategic asset

History marketing – Using history as a corporate strategic asset

AUTHOR Anders Sjöman
ISBN 978-91-988167-9-2
TYPE Flex band
PAGES  192

Every organization has a unique history. Put to proper use, it becomes a strategic asset that companies can leverage for future growth.

Because a company’s history fills its brand with meaning and energizes its communication. It strengthens the organization’s identity and propels everyone in it forward. Knowledge of what happened in the past even helps organizations face today’s changes and risks. Not bad for an asset that is all too often regarded as a simple side effect of a company’s ordinary business.

This book shows the business energy that can be unleashed through an active use of a company’s own heritage – or history marketing. It is a book for business leaders, marketers, communicators, legal counsels, HR managers, and all entrepreneurs who wonder how the past can be used to create value for their particular company.

(Also available in Swedish.)

Others say about the book:
  • This book shows how corporate history can create commercial value. A mustread for communicators and brand managers.
    Martin von Arronet, SVP Corporate Communication Electrolux
  • This trailblazing book is essential reading for putting the most precious but also most underestimated asset in businesses to use.
    Alexander L. Bieri, chairman Section on Business Archives ICA and curator The Roche Historical Collection and Archive
  • This is the book I always wanted to write on heritage and brand based marketing! After shepherding the heritage of The Coca- Cola Company and Ford Motor Company for nearly 30 years, it’s great to see the principles that we employed every day spelled out in such a well thought out but conversational manner.
    Ted Ryan, Archives and Heritage Brand Manager, Ford Motor Company
  • Brilliantly unveils the immense potential embedded in a company’s history and its heritage. Beneath the layers of time lies a strategic asset waiting to reshape the destiny of any company.
    Vrunda Pathare, head of Godrej Archives
  • Corporate history now has a playbook. This important, engaging book is a must-read for leaders looking to leverage their company history to advantage.
    Paul Lasewicz, firm archivist, McKinsey & Company
  • The ABSOLUTly perfect guide to till history marketing.
    Lovisa Kragerud, Corporate Archivist & Chief Storyteller, The Absolut Company

This website uses cookies

Cookies consist of small text files. They contain data that is stored on your device. To enable us to place certain types of cookies we need to obtain your consent. At , corp. ID no. , we use the following kinds of cookies. To read more about which cookies we use and storage times, click here to access our cookies policy.

Manage your cookie-settings

Necessary cookies

Necessary cookies are cookies that must be placed for basic functions to work on the website. Basic functions are, for example, cookies which are needed so that you can use menus on the website and navigate on the site.

Functional cookies

Functional cookies need to be placed on the website in order for it to perform as you would expect. For example, so that it recognizes which language you prefer, whether or not you are logged in, to keep the website secure, remember login details or to be able to sort products on the website according to your preferences.

Cookies for statistics

For us to measure your interactions with the website, we place cookies in order to keep statistics. These cookies anonymize personal data.

Personalization cookies

In order to provide a better experiance we place cookies for your preferances

Cookies for ad-tracking

To enable us to offer better service and experience, we place cookies so that we can provide relevant advertising. Another aim of this processing is to enable us to promote products or services, provide customized offers or provide recommendations based on what you have purchased in the past.

Ad measurement user cookies

In order to show relevant ads we place cookies to tailor ads for you

Personalized ads cookies

To show relevant and personal ads we place cookies to provide unique offers that are tailored to your user data