{"id":1304,"date":"2020-01-07T13:09:51","date_gmt":"2020-01-07T13:09:51","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=1304"},"modified":"2025-09-05T08:10:29","modified_gmt":"2025-09-05T08:10:29","slug":"stockholm-the-smart-city-brand-of-scandinavia","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/stockholm-the-smart-city-brand-of-scandinavia\/","title":{"rendered":"Stockholm: the Smart City Brand of Scandinavia"},"content":{"rendered":"\n

From fishing village to Swedish capital <\/strong>(Background<\/em>)<\/p>\n\n\n\n

Stockholm is the largest city in Sweden and its\ncapital since 1436. It is located at the junction of Lake M\u00e4lar (M\u00e4laren) and\nSalt Bay (Saltsj\u00f6n), which forms an inlet of the Baltic Sea, opposite the Gulf\nof Finland. The city is built on numerous islands and the territories of\nUppland and S\u00f6dermanland. Because of its special geography, Stockholm is\nconsidered as one of the most beautiful capitals in the world.<\/p>\n\n\n\n

The name Stockholm comes from the words ‘stock’\nmeaning \u2018tree trunk’ or ‘fortification’ and ‘holm’ meaning ‘islet’, referring\nto Stadsholmen, the central area from which the city emerged, although it is\nnot known exactly how it received this name.<\/p>\n\n\n\n

Some claim that the Vikings tried to determine the\nlocation of their new colony using a tree trunk tied with gold, while others refer\nto the floating trunks that led to the waters arriving near the Old Town.<\/p>\n\n\n\n

First referred to as a city in 1252, this fishing\nvillage grew rapidly thanks to a trade agreement with the German city of\nL\u00fcbeck. And after many years of conflict between Danes and Swedes, Stockholm\nwas liberated from the Danish rule by Gustav I Vasa in 1523.<\/p>\n\n\n\n

In the mid-seventeenth century, Stockholm developed\nconsiderably when Sweden temporarily became a world power. The old city walls\nwere torn down, and new neighbourhoods grew to the north and south of the ‘city\nbetween the bridges’.<\/p>\n\n\n\n

\"\"
Stockholm developed from the 17th century into one of the world’s great powers.<\/em><\/figcaption><\/figure>\n\n\n\n

In the 18th century, fires destroyed much of the city\nand old wooden houses were replaced by stone buildings. Stockholm has since\nbecome the cultural centre of Sweden, with many of its literary societies and\nscientific academies dating back to that time.<\/p>\n\n\n\n

A new period of development began with\nindustrialisation in the 19th century, and the introduction of municipal\ncleaning and sanitation contributed to a rapid population growth.<\/p>\n\n\n\n

During this time, the reconstruction was carried out in\nthe medieval core of the city, rebuilding buildings, avenues, avenues, and\nparks, and many of the current schools, museums, libraries, and hospitals of\nthe city. Many suburbs and satellite cities developed later.<\/p>\n\n\n\n

The One-Star Company Factory <\/strong>(Challenge<\/em>)<\/p>\n\n\n\n

Stockholm is the main industrial area of Sweden, it\nfosters metal and machine manufacturing, paper and printing, food, and\nchemicals. It is also the main retail centre in the country and serves as\nheadquarters for many banks and insurance companies.<\/p>\n\n\n\n

Stockholm is also Sweden’s second-largest port\n(Gothenburg is the first). The many national government offices are a major\nemployer in the city, as well as various educational, scientific, and cultural\ninstitutions.<\/p>\n\n\n\n

Working weeks of 40 hours, a minimum of five weeks of holiday a year, 480 days of parental leave, clean air, and nature around the corner are some of the reasons why international talents are attracted to Stockholm.<\/p>\n\n\n\n

Free education and a highly qualified population with access to business incubators means access to national talent. Openness to new ideas, a culture of sharing, a start-ups-enhancing ecosystem, and an excellent social security system enable and foster creativity, entrepreneurship, and innovation.<\/p>\n\n\n\n

\"\"
Spotify is one of the largest companies in the world and started as a start-up in Stockholm<\/em><\/figcaption><\/figure>\n\n\n\n

With values such as flat hierarchies, gender equality,\nand ethnic diversity in the workplace, it is no wonder that this northern\nEuropean city is at the heart of technological innovation and is one of the\nworld’s largest clusters of start-ups. And with unicorn companies such as\nSpotify and Skype, or global references like IKEA, no need for presentations.<\/p>\n\n\n\n

Even with just six hours of natural light in winter\nand 18 hours of sunshine in summer, Scandinavian designs on cobblestone streets\nseem to come out of a fairy-tale. Otherwise, the 73 square miles stretching over\nislands and hills wouldn\u2019t be nicknamed the Venice of the North.<\/p>\n\n\n\n

Visit Stockholm, along with its parent company\nStockholm Business Region, has contacted Bloom Consulting to create a support\nprogramme for City Brand Partners. The objective was to bring together\ndifferent stakeholders in a new partnership model that would develop the city’s\noffer for visitors, investors and companies, in line with the shared City Brand\nvision that is the DNA of Stockholm.<\/p>\n\n\n\n

The project initially involved quantitative and\nqualitative research, the results of which were presented during various\nworkshops held in 2018 to stakeholders, Visit Stockholm, Stockholm Business\nRegion teams, as well as municipal representatives.<\/p>\n\n\n\n

Uniting stakeholders around a shared vision <\/strong>(Strategy<\/em>)<\/p>\n\n\n\n

The DNA of the City of Stockholm Brand has three basic\nidentity concepts. The first is to be Visionary<\/strong>, a creative city that\ndares to dream of a better future, never letting itself be anchored by the\nstatus quo, always thinking outside the box, and always having security and\nfreedom to innovate.<\/p>\n\n\n\n

Being Trustworthy<\/strong> is the second: the city is\nbuilt on the transparency of public institutions and a social support system\nbased on an ancient democracy, and an atmosphere of trust in society and among\nindividuals.<\/p>\n\n\n\n

Being a city of equality that never compromises\nfreedom of expression, religion, or sexuality, is synonymous with being Free<\/strong>,\nencouraging self-thinking, difference, and defence against oppressive systems.<\/p>\n\n\n\n

Achieving this shared vision of the goal \u2013 to achieve\nrecognition of Stockholm as the most creative city in the world \u2013, the mission\nof spreading the unique DNA as the recipe for the atmosphere of creativity and\nsuccess, and the positioning of the City Brand as the Capital of Scandinavia\nwere the goals of Visit Stockholm and Stockholm Business Region.<\/p>\n\n\n\n

As far as Place Branding is concerned, “the
important thing is not the logos or slogans, the focus should be on planning,
delivery and how to tell the stories”,<\/em> as says Jos\u00e9 Torres, CEO of Bloom Consulting, being directly involved in this project.<\/p>\n\n\n\n

Thus, for the creation of the strategy requested from Bloom Consulting as a way to contribute to these same objectives, we took into account the results of the 6.2 million surveys conducted on Stockholm, between March 2017 and February 2018, measured by our Digital Demand – D2\u00a9<\/a><\/strong> software.<\/p>\n\n\n\n

According to the data collected, the Swedish capital\nis seen as a politically stable and secure city, with no evidence of the impact\nof the terrorist attack it was recently the target of on its reputation.<\/p>\n\n\n\n

In terms of Tourism, Stockholm is perceived as a\nvibrant and cultural city; from a Business perspective, it is very well-positioned\nto attract entrepreneurship, cutting-edge technology, and investment; from a\nTalent perspective, its university and job opportunities are key players in\nattracting talent.<\/p>\n\n\n\n

\"\"
Stockholm Public Library<\/em><\/figcaption><\/figure>\n\n\n\n

Overall, the attractiveness of the Stockholm City\nBrand is booming in the dimensions of Tourism, Investment, and Talent, being\nmost demanded by the German, American, and British markets.<\/p>\n\n\n\n

Subsequently, in order to build a stakeholder\npartnership brand for Stockholm, we identified the key stakeholders, defined\nroles and responsibilities, appointed architects and brand ambassadors.<\/p>\n\n\n\n

“Bringing stakeholders together and discussing\nwhat needs to be done is extremely necessary. This is the only way to\ncoordinate efforts to promote and improve the City Brand<\/em>“, says Jos\u00e9 Torres, CEO of Bloom Consulting, one\nof the managers of the Stockholm project. “The strategy was already developed, our role was to create and\nrecommend the conditions for it to work<\/em>“, he reinforces.<\/p>\n\n\n\n

In fact, qualitative assessments of the city’s\nbusiness perceptions were carried out based on several interviews with senior\nentrepreneurs from different sectors of the Swedish city\u2019s economy.<\/p>\n\n\n\n

Through these interviews, it was possible to\nunderstand their knowledge of the city’s offer, awareness of the brand\nstrategy, the challenges it faces, the improvements to be applied. and their\nwillingness to invest in projects that will make the brand’s strategy to be the\nmost creative city a reality.<\/p>\n\n\n\n

\"\"
Accessibility is one of the added values identified by stakeholders<\/em><\/figcaption><\/figure>\n\n\n\n

Finally, we obtained significant data when comparing\nStockholm with other major European capitals, such as Berlin, London,\nBarcelona, Amsterdam, and Vienna, among others.<\/p>\n\n\n\n

The final delivery of Bloom Consulting was a support\nsystem for Visit Stockholm and its stakeholders for the future development of\nthe sector \u2013 with a focus on providing marketing intelligence, stakeholder\nmanagement, and brand alignment.<\/p>\n\n\n\n

The recognized focus on sustainability <\/strong>(Results<\/em>)<\/p>\n\n\n\n

In the recent years, the city of Stockholm has been\nworking on the basis of a unifying vision for its future. With a common vision,\nall the city’s administrations and businesses have a common thread, in addition\nto the laws and guidelines that guide their own operations.<\/p>\n\n\n\n

The vision provides a necessary strategy to better\ndevelop Stockholm so that it remains a fantastic city to experience, live, and\nwork in. The world is constantly changing, and Stockholm is going along with\nit.<\/p>\n\n\n\n

Based on knowledge of global trends and structures\nthat are important to the conditions and challenges of the region and its characteristics,\nthe vision is duly revised.<\/p>\n\n\n\n

Together with the already-established strategy,\nStockholm City Council has decided to take steps to make the city the smartest\nand most connected city in the world, with a special focus on sustainability \u2013\nVision 2040. The aim is to make Stockholm more economically, ecologically, democratically,\nand socially sustainable through innovative digital services, transparency, and\nconnectivity.<\/p>\n\n\n\n

An example of this was cancelling the Stockholm\nFashion Week in order to influence the global fashion industry to adopt more\nsustainable practices at the Sustainable Fashion Forum, presented by the\nSwedish-American Chamber of Commerce.<\/p>\n\n\n\n

“If the industry has the opportunity to survive\nalongside the planet, it should be disruptive. To make the transformation\ntowards becoming sustainable, the industry needs support, new tools, and\nplatforms across sectors,”<\/em> said Jennie Ros\u00e9n, CEO of Swedish Fashion Council.<\/p>\n\n\n\n

\"\"
Stockholm recently received the “Clean Transport” award from CIVITAS.<\/em><\/figcaption><\/figure>\n\n\n\n

Inclusive, sustainable and thriving initiatives were considered key for the jury\u2019s decision to name the swedish capital as Smart City of 2019<\/a>. Stockholm was said to have a strategy to create a smart and connected city, via innovation, openness and connectivity, which provides the highest quality of life for residents and the best environment for business.<\/p>\n\n\n\n

Stockholm leads the planet in most recent Sustainable Cities Index<\/a>, thanks to investment in sustainable infrastructure, low emissions, and good air quality, which proves that it is succeeding in combining economic prosperity with environmental management.<\/p>\n\n\n\n

In 2010 already, Stockholm was elected the first Green\nCity in Europe. Around 10% of the city’s area is water, many of the lakes and reservoirs\nare used for recreational purposes, and 95% of the population lives only 300\nmetres from green areas, thus increasing welfare activities, water\npurification, noise reduction, improved biodiversity, and ecology.<\/p>\n\n\n\n

The city aims to be fossil energy-free by 2050 with its Decarbonization Plan, like Costa Rica<\/a><\/strong>, and its work has already been recognised several times, for instance, the “Clean Transport” award granted by CIVITAS in October 2019, a European Union urban network dedicated to greener transport, for its progress in low- and zero-emission vehicles, and for safe cycling and walking routes for citizens.<\/p>\n\n\n\n

\"\"
Caroline Strand, CEO of Visit Stockholm <\/figcaption><\/figure>\n\n\n\n

Stockholm is positioned at the heart of the\nScandinavian region and enjoys the benefits of world-class transport\ninfrastructure. It is also home to the largest number of multinational\ncompanies, the largest stock market and, last but not least, the largest number\nof visitors.<\/p>\n\n\n\n

This will be a challenge for the city that will be\ninteresting to observe: how it will balance all this with ecological responses\nand adopt a sustainable tourism.<\/p>\n\n\n\n

Learn more about Stockholm’s Case Study soon at Bloom Consulting’s website<\/a><\/strong><\/p>\n\n\n\n

\u201cWhat makes Stockholm so special? Bloom Consulting facilitated an important process that brought stakeholders together to embrace our unique DNA and pushed us to a new level of trust<\/em>.\u201d<\/p>\n\n\n\n

Caroline Strand – CEO of Visit Stockholm<\/strong><\/p>\n\n\n\n

\n\n\n\n

Published on 13.03.2020.<\/p>\n","protected":false},"excerpt":{"rendered":"

From fishing village to Swedish capital (Background) Stockholm is the largest city in Sweden and its capital since 1436. It is located at the junction of Lake M\u00e4lar (M\u00e4laren) and Salt Bay (Saltsj\u00f6n), which forms an inlet of the Baltic Sea, opposite the Gulf of Finland. The city is built on numerous islands and the […]<\/p>\n","protected":false},"author":3,"featured_media":11896,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[146,77],"tags":[173,176,178,179,141,248,139,177],"class_list":{"0":"post-1304","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights","8":"category-places","9":"tag-bloom-consulting-2","10":"tag-cities","11":"tag-city-branding-2","12":"tag-digital-city-2","13":"tag-digital-identity","14":"tag-highlight","15":"tag-place-branding-2","16":"tag-stockholm"},"yoast_head":"\nStockholm: the Smart City Brand of Scandinavia - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Visit Stockholm, along with its parent company Stockholm Business Region, has contacted Bloom Consulting to create a support programme for City Brand Partners.\" 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