All about
History Marketing Summit 2016

Part 1. “Why do we care about history in the first place?”

This is history marketing – Anders Sjöman from the Center for Business History began with a description of the concepts of history marketing and heritage management.

”Usages of the Past: History, Reputation and Storytelling”:  Ben Wubs from the Erasmus School of History, Culture & Communication in Rotterdam talked about what it is that makes history so valueable.

Part 2. The practitioners: ”This is how we create business value from our history”

The benefit of history for the fashion industry: A conversation between Margareta van den Bosch, H&M and Gianluca Pastore, Benetton Group led by fashion historian Ingrid Giertz-Mårtenson.

This is how history strengthens consumer brands: Ted Ryan, Coca Cola Archives, and Per Carleö, Volvo Car Sweden, in conversation with Anders Houltz from the Center for Business History.

Using our Swedish heritage – globally: Ben de Vries, Ericsson, and Patrik Nygren-Bonnier, IKEA, with Anders Houltz, from the Center for Business History.

Bringing the story of family-run companies: Melanie Aspey, Rothschild Archives, and Albert Bonnier, Albert Bonniers Förlag, on the generational perspective in family-run companies.

Part 3. The experience: ”About the future of history”

HMS16 concluded with a commentary about the future of history from Viveca Ax:son Johnson, chairman of Nordstjernan.