The challenge with creating purpose driven brands: How to navigate the risks and rewards of balancing the needs of commerce and culture

Balancing commercial and cultural needs means that a company strives to achieve financial success while acting in alignment with cultural, social, and sometimes ethical values that are important both to its target audience and society at large. This is often a challenge, as commercial interests (e.g., increasing sales, growth, and maximizing revenue) can sometimes conflict with cultural expectations and needs (e.g., authenticity, values, or sustainability).

Fredrik Jerlov

Fredrik Jerlov is a creator and former advertising agency leader with extensive experience in the creative industry. The agency Jerlov was sold in 2010, after which Fredrik worked in digital business development (HiQ), Public Affairs (Rud Pedersen), and as CEO of the media agency Scream (Gothenburg). Jerlov has served on the boards of about 20 companies (including Liseberg, ÖIS, and Ntex) and is actively involved in several startups. Additionally, Jerlov has been politically active with the Liberal Party through various trusted positions and election campaigns. Today, Jerlov works as an independent consultant, columnist, author, and speaker.

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Karin Winther

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