All about History Marketing Summit 16

At the History Marketing Summit 2016 in Stockholm, global corporations explained how they use their own history as leverage for future development. We filmed all panels and presentations.

Every company has a history. A narrative that is unique to their organization. Today, more companies than ever use their own history as a springboard to the future. At the History Marketing Summit 2016, held on September 1 in the Volvo Showroom in Stockholm, marketing and corporate leaders who all work with history marketing met. We filmed all their discussions – and if you haven’t time to see the videos, we’ve also prepared short abstracts.

Del 1. ”Why do we even care about the past?”

This is history marketing – Anders Sjöman from the Centre for Business History in Stockholm, who hosted the summit, opened with a short introduction to the concepts history marketing and heritage management.

Here’s a short write-up of Anders’ introduction (in Swedish). 



”Usages of the Past: History, Reputation and Storytelling”:  professor Ben Wubs from the Erasmus School of History, Culture & Communication in Rotterdam spoke about his research into what makes history so valuable.

Here’s a write-up of Bens lecture.

Del 2. The practioners: “This is how we create business value out of our history.”

The benefits of using history in the fashion business: A talk between Margareta van den Bosch, H&M and Gianluca Pastore, Benetton Group, led by fashion historian Ingrid Giertz-Mårtensson.

Here’s a short summary of the panel talk.

How can history strengthen consumer brands?Ted Ryan, Coca Cola Archives, and Per Carleö, Volvo Car Sweden, in a conversation led by Anders Hoult from the Centre for Business History in Stockholm.

Here’s a short write-up of the panel.

Using Your Corporate Swedish History on the Global Arena:  Ben de Vries, Ericsson, and Patrik Nygren-Bonnier, IKEA, in a talk led by Anders Houltz from the Centre for Business History in Stockholm.

Here’s a write-up of the panel.

History’s Role in Family BusinessesMelanie Aspey, Rothschild Archives, and Albert Bonnier, Albert Bonniers Förlag, about the generational perspective in family-led corporations.

Here’s a summary of the discussion. 

Del 3. The Veteran: “The Future of History”

History Marketing Summit 2016 closed with a reflection on the future of history by Viveca Ax:son Johnson, chairman Nordstjernan.

Here’s a summary of her presentation.


A few pictures from the summit. See you in 2017!

Anders Sjöman, head of communication at the Centre for Business History in Stockholm, opens the History Marketing Summit 2016<br /> Photo: Linus Sundahl-Djerf

Margareta van den Bosch (H&M), Gianluca Pastore (Benetton Group) and fashion historian Ingrid Giertz Mårtenson<br /> Photo: Linus Sundahl-Djerf