New handbook:
History Marketing – Using history as a corporate strategic asset

Every company has a unique history. When used properly it becomes an asset that companies can leverage for future growth. “History Marketing – Using history as a corporate strategic asset”  shows how this is done. The handbook, available in English and Swedish, is based on nearly 50 years of experience at the Centre for Business History in Stockholm.

In 2010, the Centre for Business History in Stockholm published the first Swedish book on “history marketing” , an adapted version of the German researcher Alexander Schug’s 2003 book. We now release a completely new book on the topic, drawing from our accumulated experience over almost 50 years.

“All companies have a unique history. History marketing is when they use it as a strategic asset for their future development. In this book, we show all the possibilities that come from an active and business-oriented use of history,” says the book’s author, Anders Sjöman, VP Communication and Client Assignement at the Centre for Business History in Stockholm.

Filled with cases on uses of history from Swedish and foreign companies, the book also covers the fundamentals of uses of history and presents a process for effective history marketing, developed at the Centre for Business History over the years.

“Of course, the conditions for effective history marketing always improve if it’s based on an organized business archive. We have assisted companies with both things, archiving and storytelling, since our founding in 1974,” says Alexander Husebye, CEO of the Center for Business History.

“History Marketing – Using history as a corporate strategic asset” (Business History Publishing, 2023) is primarily intended for company executives, marketers, communicators, corporate lawyers, HR managers, and all entrepreneurs wondering how history can create value for their specific company.

The book is available in both Swedish and English editions, and can be bought in Swedish book stores and in our own bookshop:

Buy the English edition here:
History Marketing – Using history as a corporate strategic asset

Buy the Swedish edition here:
History Marketing – Företagens historia som strategisk tillgång


About “History Marketing – Using history as a corporate strategic asset”


Pre-release praise by early readers:
  • This book shows how corporate history can create commercial value. A must-read 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