Pre-Club at Roof Gardens, 16 November

Friday the 16th of November the members of the Swedish, Norwegian, Finish and Danish chambers were invited to a pre-club at the Roof Gardens. There was free entrance between 8-10 pm and for those who came before 9 pm a complimentary drink was served for them as well. The theme for the pre-club was Scandinavian Iceparty and the drink certainly lived up to that, the club was also visited by a snow queen. Even though it was November it was still possible to go out in the garden where there were heating lamps set out.
The room was quite packed and the atmosphere good. Later on when there was opened further up to the club people got on the dance floor and danced the night away.

Communication & Branding Forum, 20 November


On the 20th of November then Nordic Chambers had invited their members to an evening which bore the title "Communication and Branding Forum". The event was held at the Millennium Knightsbridge and the speakers were Jan Blichfeldt, Deputy Manager from Bates United, Anders Gottlieb-Nygaard, Creative Strategist from Naked Communications and Vibeke Ulmann from Catalys Communications.

Jan Blichfeldt - Bates United

Hildegunn Andersen from the Norwegian Chamber welcomed the guests and introduced the first speaker Jan Blichfeldt. Mr. Blichfeldt talked about image, brand and reputation. He said that almost everyone has the wrong understanding of what a brand is. The companies think they own the brand, but in fact it is the consumer who owns it. He showed his point through a case with Coca-Cola, where they changed the taste and took the old one off the market. They did this because they though they owned the brand, but the consumers didn't like it, so Coca-Cola had to put the old drink back on the market.
Mr. Blichefeldt stated that the companies own the product and the consumers own the brand. But if the companies want their products to be viewed as a brand it needs reputation - the stronger the reputation the stronger the brand. This led Mr. Blichfeldt to the conclusion: the brand is a reputation.

Anders Gottlieb-Nygaard - Naked Communications

The next speaker was Anders Gottlieb-Nyggard. He asked the retoric question "Is advertising nescessary?". Mr. Gottlieb-Nygaard said that big shifts are happening now, there are more fragmentation and more choice, and the problem is that many advertising agencies still behave as they did 50 years ago. In the same line as Mr. Blichfeldt, Mr. Gottlieb-Nygaard said that the power had shifted from the product of producers to customers. So agencies need so spend more money on marketing and less on advertising, it all starts with the consumer.

Vibeke Ulmann, Catalyst Communications

The last speaker was Vibeke Ulmann. Miss Ulmann talked about PR and how to use PR the right way. She said the firm often make the mistake that they think they can do the PR themselves, the fact is that when they try for example to write a press release they forget that they not are writing it to a potential customer, so it becomes too much of a sale story. A PR-agency knows how to write a press release and knows where to send it. Miss Ulmann said though, that it was important to hire a PR-agency who knows the field your company is in, that way they already have established relations and that it a lot what PR is about, building relations.

The three guest speakers

Pernille Wiberg - FIH Erhvervsbank Paul Lockenwitz - Nokia

The 29^th of November was the last Nordic Thursday Drinks of the year.  

The members who had signed up before hand were offered a free drink and delicious canapés sponsored by the Radisson SAS Portman.

Mads Nlsholt Jensen - IBM Aryan Monir Divan

Quite a few members from the Danish, Norwegian and Finish chambers came; the conversation flowed and business cards were swopped.

The next Nordic Thursday Drinks will be in 2008 on the 31st of January. We are looking forward to seeing you there.

Anu Laitila - Finnish-British Chamber of Commerce Annika Ratsula - Finnish-British Chamber of Commerce

 

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