Nils Malmborg

Doe Blomberg Gottberg

If we had to describe what we do in a single word, advertising probably comes closest. It's certainly correct, but not quite adequate. We would prefer to put it this way: we help our clients become relevant to their target group. So relevant, in fact, that the target group itself spontaneously wants to be part of our narrative. In days gone by, brand building normally meant a full-page advert on page 3 of the Swedish daily newspaper, Dagens Nyheter. These days, things are not that simple. The media landscape is more complex, with a much greater choice of channels, while the target groups are more fragmented. To a great extent, the balance of power has shifted from the sender to the recipient. This means that the important thing is no longer what our clients want to say, but what our clients' customers want to hear. From time to time, we give talks at schools and to management teams on what relevance means today. We don't have all the answers, but we do have some. Our answers evolved into a product we call Relevansteorin™ [The Theory of Relevance]. This model has helped many of our clients in their businesses, and helps us on a daily basis to answer the question, "Will people care?". Please don't hesitate to get in touch with us if you would like to hear more about us or to arrange a talk on the theme of Relevance.