Learn about branding, strategy, identity and authenticity. Join Re:garding or learn more about city branding.

Re:discover

Re:garding is a series of transformational meetings that provide inspiration for your business, organization, and life in general. Each meeting offers a new topic that relates to our work and our customers’ needs, but from different perspectives: cultural, financial, aesthetic, human – presented by leaders, artists and experts from our professional world.

We are currently developing the program for Re:discover and are in the process of finding the most inspiring speakers. Stay tuned for more information on the event by signing up for our newsletter in the bottom of the page or at Stagis Journal. 

Registration for Re:discover opens Monday the 23rd of January 2017. 

Placebranding17

Branding places concerns both why we choose to visit a place and why we end up living there. The conference will bring together all parties with an interest in place branding including the tourism industry, local government, and businesses that require employees to relocate.

Building upon the success of our annual Municipality Branding conference, Placebranding17 is a natural expansion of it’s predecessor and will feature the forefront of international place branding experts and a wide array of inspiring cases. The conference will take place on April 5th. More information concerning the event, including the final program and speakers will be announced soon. In the mean time have a look at the videos from recent years’ conferences, including talks by branding guru Wally Olins and Professor Gregory Ashworth.

Registration for our new place branding conference opens in January 2017. 

Past events

City Branding

The Municipalitybranding (Kommunebranding) conference is a repeating and renowned success where more than half of the Danish municipalities are gathered to collect the foremost knowledge and inspiration from Danish and international experts regarding a challenge they all meet: How do we stand out from the crowd?

The conference has presented world-famous speakers and experts like the branding guru Wally Olins and Professer Gregory Ashworth speaking side by side with the most inspirational practitioners and politicians like former minister Morten Østergaard and Winni Grosbøll, Mayor of Bornholm..

We encourage the municipalities to dare to stand out. Not by inventing yet another slogan or adding icing on the cake, but by focusing on their authentic strengths Nikolaj Stagis
CEO, Stagis A/S

With more than 200 participants and a number of acknowledged speakers the conference questions the theme with a different set of perspectives throughout the day, showing the best examples on how to work with branding both politically, practically and theoretically.

In collaboration with e.g. the national newspaper Jyllands-Posten Stagis creates a conference filled with inspiration and knowledge targeted the attending Mayors, Municipality Directors, Development Consultants and Communications Executives.

Highlights 14 – How to turn political visions into reality

Branding experts Professor Gregory Ashworth, writer Nikolaj Stagis and Professor Eric Braun gave presentations on how to brand a place, while Mayor of Bornholm, Winni Grosbøll, and the minister of Interior Morten Østergaard provided the 200 participants with practical and political perspectives.

Highlights 13 – Authentic paths to growth

The world-famous Branding guru Wally Olins gave his inspirational presentation in front of participants from 49 municipalities along side with place branding expert and professor Sebastian Zenker and Can-Seng Ooi, who also took part in a lively panel discussion at the middle of the day.


Municipality Branding 2015

Highlights from the 2015 conference on center and periphery

The Danish place branding conference of 2015 presented a fine list of international and Danish speakers. Among them are Juliana Engberg from Aarhus 2017, international place branding expert Robert Govers, branding expert and host of the day Nikolaj Stagis, professor and expert in citizen involvement Kasper Møller Hansen and the mayor of Horsens, Peter Sørensen. View the highlights from Kommunebranding15.

Place branding is collaboration, not competition

Robert Govers, managing research partner at Good.Country and renowned place branding expert, gave a presentation stating that place branding is a lot more than packaging. You need to act in line with your characteristics in order to stand out.

From periphery to center

This year we moved the place branding conference from Copenhagen to Aarhus to underline our focus: From periphery to center. All municipalities have the opportunity to become their own center by focusing on, what makes them unique. Samsø has created a center for green energy, Cold Hawaii has become a center for surfing, and Horsens is a center for entertainment and experience. Nikolaj Stagis led us through the day and presented a number of interesting speakers: The renowned branding expert Robert Govers, three visionary mayors from Aarhus, Samsø and Horsens and multiple practitioners provided the participants with their perspective on, what makes a good place brand.

Aarhus: You´ll only get the reputation you deserve

Jacob Bundsgaard, mayor of Aarhus, welcomed us all to the city hall. He highlighted that his experience with the Branding is, that actions speak louder than words.

Samsø – the Renewable Energy Island

Mayor of Samsø, Marcel Meijer, told the audience how the small island has managed to become 100% self-sufficient with renewable energy in only 10 years - a change with massive importance for their brand.

Cold Hawaii – a center for surfing

Robert Sand, event manager for Cold Hawaii, visited the Kommunebranding conference once again to inspire us on how a unique center is created and supported by local forces and entrepreneurs.

Himmelstorm: An authentic festival founded in local strengths

Maria Smidt and Mikael Eriksen, the devotees behind the successful Himmelstorm festival, talked about how they have created a festival founded in the local strengths, but without a lot of support from the municipality.

Landscape design and the inclusion of citizens

Jørgen Primdahl, Professor at the University of Copenhagen, highlighted how the landscape design, and the inclusion of citizens in the process, can improve your place brand.

From municipality in the periphery to place brand in the center

Branding expert and host Nikolaj Stagis talked about how municipalities need to act in accordance with their authentic strengths in order to stand out in an otherwise very similar market of municipalities.

Dimensions in the inclusion of citizens

Professor Kasper Møller Hansen gave a presentation on how municipalities can use the inclusion of citizens in the development of place brands. A significant point was that the inclusion must always be a method, not a goal itself.

From prison-city to experience-city

Mayor of Horsens, Peter Sørensen, filled us in on how the municipality has succeeded in changing their mocked brand from prison-city to a place full of music, experiences and culture, where the citizens are proud to live.

Creating powerful place brands through culture and aesthetics

Juliana Engberg, programme director for Aarhus 2017, European Capital of Culture, highlighted the importance of culture and aesthetics when building a successful place brand.


Municipality Branding 2014

How to turn political visions into reality

Branding expert and writer Nikolaj Stagis led us through the day at the Municipality branding14 conference and introduced this years topic: How to turn political visions into reality? There are no quick fixes, which is also emphasized in Nikolajs statement: Branding is a long-term, strategic and political investment in the identity of your municipality.

Growth in the municipalities

Morten Østergaard, Interior minister in 2014, gave his political perspective on branding as a central element in the general growth and development of municipalities.

What makes places

Eric Braun, the professor from the Erasmus University of Rotterdam, noted the fundamental point that branding cannot be treated separately from the wider policy framework.

When should you brand places?

Branding evolves around several elements: Infrastructure, strategy and architecture are just some. Professor Gregory Ashworth answers the questions of when to brand places.

The brand of Bornholm

Winni Grosbøll, mayor of Bornholm, gave a presentation on the importance of how the decisions on hosting Folkemødet have been a significant element in changing the brand of Bornholm

Lejre - the ecological municipality

Mette Touborg, Mayor of Lejre, gave an inspirational presentation on how Lejre has succeeded in positively distinguishing themselves by focusing on ecology as an authentic strength.

From bunker to BIG - branding in Varde

Claus Kjeld Jensen, Director of the museum of Varde City and Surroundings, gave a presentation on the cooperation with BIG regarding the Tirpitz project in Varde.

This is why the Danes are moving

Helle Nørgaard, Senior Researcher at the Danish Building Research Institute (AAU), gave her perspective on which factors are meaningful to the Danes, when they´re moving.

Powerful place brands

Mihalis Kavaratzis, Senior Lecturer in Marketing at the University of Leicester, gave a presentation on how to create powerful brands through vision and stakeholder engagement.


Municipality Branding 13

Authentic brands

Branding expert and writer Nikolaj Stagis sat the scene with his presentation focusing on how municipalities can successfully find their authentic strengths. The historical, reflective and expressive authenticity are powerful tools presented by Stagis to dig deeper into the question of what makes the municipality unique.

Creating a differentiated city brand

The world-famous and acknowledged branding expert and writer Wally Olins focused on how and why globalization and homogenization makes the demand for differentiated brands even bigger.

Cold Hawaii

Rasmus Johnsen and Robert Sand, two inspiring entrepreneurs, gave a presentation on how they have created a surfers paradise at the northwest coast of Denmark.

Helsinki - World Design Capital

Pekka Timonen, Chairman of the Board for World Design Capital Helsinki 2012, gave a presentation on the initiatives taken in Helsinki with the ambition of creating a new brand.

Measuring brand success

Professor Sebastian Zenker from the Erasmus University in Rotterdam, stressed the fact that many municipalities do not succeed in their branding because their focus simply is not distinguishing.

Billund - Capital of Children

Ib Kristensen, Mette Thybo and Ole Bladt-Hansen gave a presentation on the strategic considerations behind the Capital on Children initiative and how it has influenced Billund.

The BIG picture - strategic development of cities

David Zahle, chief architect from the renowned and acknowledged Bjarke Ingels Group (BIG), gave a presentation with an architectural perspective as an inevitable part of branding and development.

Does every village, town and city need a brand?

Can-Seng Ooi, Professor in Place Branding at The Copenhagen Business School, gave a critical perspective on when and where to brand – and when not to.

Re:attract

How do you create beautiful brands that will attract new costumers? At Re:attract we explored the behavioral patterns of consumers, and through inspiring cases we learned how to use these insights in communication and branding activities.

Associate Professor Jesper Clement has spent the last 10 years understanding the patterns of the consumers visual attention and behavior. As a member of the Decision Neuroscience Research Cluster (DNRC), at Copenhagen Business School, Jesper knows all about how eye-tracking and brain scanning reveals the consumers’ unconscious decisions. At Re:attract, Jesper took us on a guided tour into the mind of the consumer and provided insights into why consumers act the way they do and what that means for marketing and communication activities.

In a society characterized with an overload of communication and low consumer interest, it becomes increasingly difficult for brands to secure the attention, relevance and consumer engagement. At Re:attract, Stagis’ new Managing Director, Henrik Binzer, dived head first into this challenge, and presented an approach to how brands can be both attractive and meaningful. 

The afternoon ended in high spirits at a reception celebrating the 40th birthday of our Founder and Director of Strategy, Nikolaj Stagis. The reception also marked that Henrik Binzer has joined us as new Managing Director, and that Stagis now has another experienced person in the daily management team.

We look forward to seeing you at Re:discover on February 23.

Reaching the Local Brand Paradise In a Global World

Together with Medinge Group and Danish Design Centre, Stagis hosted the branding conference "Reaching Local Brand Paradise in a Global World" at the beautiful Bloxhub in the city center of Copenhagen.

At the conference, organizations and students joined the discussion on how brands create local and global value, and met international experts such as Peter Brown, Sandra Horlings and Nikolaj Stagis from Medinge Group, as well as Creative Conscience Award and Danish Church Aid.

The participants learned how organizations, cities and countries can create meaningful brands where economic growth, conscious leadership, and social responsibility goes hand in hand.

Watch the videos from the conference

We were very lucky to have the skilled video marketing platform TwentyThree live stream the presentations during the day. Learn more about the conference and watch or revisit the presentations at Stagis Journal.

 

Brands with a Conscience conference

In the new book Brands With a Conscience, the international branding think tank Medinge Group promote the need for conscious brands. Together with Medinge Group and Copenhagen Business School, Stagis invited brand managers and students to experience the international experts, brand practitioners and business cases from the book.

Among the speakers were Simon Paterson, Erika Uffindell, Nicholas Ind, and Nikolaj Stagis from Medinge Group as well as Maurice Dekkers from Tony's Chocolonely, CBS host Mogens Bjerre and Mikkel Skott Olsen from Velux. During the day, the speakers focused on why businesses should become more humane and conscious in order to help their businesses prosper and humanity to progress.

Learn more about the event at Copenhagen Business School at Stagis Journal.

Re:position

The internationally acclaimed architect from BIG, David Zahle, joined us at Re:position to talk about their work with positioning cities and regions. While David emphasized the architectural and visual aspect of positioning, our CEO Nikolaj Stagis focused on the branding perspective of repositioning and shared several examples of successful brand repositioning.

 

David Zahle

David Zahle explained how BIG uses both new, existing and obsolete infrastructure to reposition spaces around the world and how many of BIG’s current and past projects have an element of redefining the status quo: E.g. how BIG has designed the new facade and roof for Amager Ressource Center (ARC). The new exterior converts the monolithic building into a ski pist, that will allow the public to engage with the plant and will turn it into something attractive, useful, and exciting.

 

Nikolaj Stagis

Nikolaj Stagis explained the fundamentals of a successful reposition: Often it’s much more a question of reconsidering the way you do business than trying to change the image of the brand through a clever campaign. At Re:position, he presented the creative case of repositioning OKI printers and offered insights into how the world famous Hästens brand turned beds from being a commodity to a luxury experience.

 

We look forward to seeing you at Re:attract on November 24.

 

Re:design

Design is often related to the physical expression of your brand, but can also create substantial value, growth and change in your business. At Re:design we focused on the many aspects of design and how it can revitalize your brand and help secure a strong position in the mind of consumers and in the market. Three inspiring speakers, talked about their work with design and how it has played a vital role in building the historic brand of the world’s oldest wine merchant and in developing a more harmonized visual expression.

In the video you can see some of the highlights from the evening.

The three speakers at Re:start was:

Simon Paterson (UK)

Working out of London, Simon Paterson has helped some of the worlds largest international organizations, such as Shell, Oxford University and Star Alliance. The international brand expert talked about how he has worked closely with the world’s oldest wine and spirit merchant, Berry Bros. & Rudd, to review and redesign their brand. At Re:design Simon emphasized how a redesign of Berry Bros. & Rudd's brand identity served as a catalyst for the strong brand they hold today.

Torben Slothuus

As a graphic designer at Stagis, Torben Slothuus has a wide experience with developing designs that visualize the unique strengths of the brand. At Re:design, he talked about how he helps organizations and companies strengthen their position in the mind of the consumer through a unified visual identity that secures alignment and a clear expression.

Lasse Damgaard

Ethnologists Meik Brüsch and Lasse Damgaard have investigated the unexploited potentials of design and what role design plays in innovation. In their recent publication “Reflexive innovation – the hidden potential of design” they have interviewed 15 organization who have all tried to push the conventions in their industries. At Re:design Lasse Damgaard talked about how design can serve as a catalyst for innovation, and exemplified it through the cases from the publication. 

 

Re:start

At our first transformational meeting in 2016 we focused on Re:starting and why a good start is so important for future economic and personal success. Every brand once had to find its place in the market, but why have some succeeded in maintaining a strong position, while others haven’t? At Re:start we satisfied the participants curiosity on what it takes to create a successful business, learned from some of the most experienced and inspiring people, cases, and personal experiences on starting from scratch, regenerating an existing business and re:starting on a personal level.  

In this video you can see some of the highlights from the evening.

The speakers at Re:start was:

Mik Thobo-Carlsen

Serial entrepreneur Mik Thobo-Carlsen has started numerous successful businesses and know just what to look for in the market and which parameters that are the most important when starting a business from scratch. At Re:start, Mik shed light on the do’s and don’ts when developing a new business and how he has secured success in his latest start-up: the online community Tattoodoo.com.

Nikolaj Stagis

CEO at Stagis A/S, Nikolaj Stagis, spoke about the importance of knowing the unique strengths of your business, and why these make up the strongest foundation for achieving long-term success. At Re:start, Nikolaj will drew on some of the most inspiring cases and illustrated the benefits of building your business on existing authentic strengths to create some of the worlds most successful brands.

 

KL's Kommunikationsdøgn 2015

Stagis participated in "KL's Kommunikationsdøgn" on the 29th-30th of October 2015. Brand expert and CEO, Nikolaj Stagis, conducted a workshop on how to find your municipalities unique qualities and strengths.

We sent some of our talented people to talk about what we can do for municipalities and many of the visitors partcipated in our competition for two hours of consulting or tickets to the Kommunebranding15 conference.

Tønder Kommune won tickets to the conference, Herlev Kommune won a copy of the book The authentic company by Nikolaj Stagis while Helsingør won the big prize of two hours of free consulting - congratulations to the winners and thank you for the inspiring talks we had during "KL's Kommunikationsdøgn".

What makes your municipality unique?

At our stand we urged the Danish municipalities to articulate their unique strengths. The participants competed for the main prize: two hours of free consulting.

Workshop with Nikolaj Stagis

Communications people from the majority of Danish municipalities participated actively in Nikolaj Stagis’ workshop on how to create a strong brand.

Re:connect

Re:connect - Create relations through your personal voice

At Re:connect speakers from Maersk and DR spoke about how brands can strengthen the relationship with fans, users, and customers by developing a more personal communication style.

Birgitte Henrichsen, Head of Group Communication and Branding at Maersk, talked about how the organization has changed its approach to communication. As a result the organizations is now perceived as more modern and open and has developed a more personal voice towards clients and potential employees.

Editor of Social Media from DR, Lars Damgaard Nielsen, shed light on the challenge of balancing a personal voice and the shared expression of the corporation to create stronger platforms for interaction between different programs, platforms and the viewers. Through targeted communication strategies that comply with the overall strategy, DR holds has created communication platforms that match the individual target groups. 

The world-famous performance artist, Lilibeth Cuenca Rasmussen, delivered an artistic perspective on how the personal voice can be used to re:connect and create personal relations. Lilibeth delivered to performances that illustrates how one's personal voice isn’t always enough and

After Re:connect, we invited guests, clients and friends of the house to stay and celebrate our 18-years birthday. The evening was spent with a lot of sweet guests, delicious food, cold drinks and great music. Thanks to all the participants for making the evening unforgettable. We are happy and proud to call ourselves grown ups and look forward to the next 18 years in business.

Conference on successful authentic brands

In February 2012, 300 business- and communications people participated in Stagis’ management conference in Børsen in Copenhagen to celebrate the publication of the “The authentic company”. During the conference it became evident that organizations that translate their inner strengths into business development are the winners of tomorrow. Authenticity not only makes it easier to do business – it is also reflected on the bottom line.

”We don’t have clients. We’ve got fans,” said Federico Minoli from the motorcycle manufacturer Ducati. ”Fascination and stories create success”, said Andreas Braun from BMW Museum. Peter Kreiner from Noma spoke about the development of the world’s best restaurant, Casper Vorting from Bøgedal Bryghus spoke about inherited craftsmanship and attendance in the production, while Astrid Gade Nielsen from Arla talked about the challenges of the organization in relation to authenticity and the focus on specialized production.

The five different cases exemplify companies that have managed to use their inherent strengths in business development. They illustrate that all organizations – big and small – can work strategically with authentic identity and thereby segregate themselves from mainstream.

Read the recommendations of “The authentic company”. 

Authenticity management pays off 

Management experts Majken Schultz, professor at CBS, and Nikolaj Stagis summarized the five cases and reflected on authenticity economy and the opinion society. Majken Schultz pointed out that authenticity is a new discussion within organizational theory and an essential management responsibility for the organizations and companies of tomorrow. Schultz has written the preface to “The authentic company” and point out that the book demonstrates how organizations can work on becoming authentic – not only in theory but in practice as well. Nikolaj Stagis completed the conference by emphasizing that, especially now – with the transition from information society to opinion society – a strategic focus on authenticity can be crucial for the future of organizations.

Ducati's turnaround

Federico Minoli spoke about Ducati's turnaround and how he has turned the company into a successful experience brand.

The authentic brewery

Casper Vorting is a brewer and the founder of Bøgedal Bryghus. Hear what he had to say about authenticity at the conference.

Has Arla sold its soul?

Astrid Gade Nielsen from Arla talked about how Arla have used authenticity to build the strong brand we know today.

The authentic company

Nikolaj Stagis presented his new book ”The authentic company" at the launch in Børsen in Copenhagen.

Noma's sense of time and place

Peter Kreiner is the CEO at Noma – the worlds best restaurant. Hear what he had to say about Noma's authentic identity at the conference.

Why authenticity now?

Professor at Copenhagen Business School, Majken Schultz emphasized why an authentic identity is important for the organizations of tomorrow.

The authentic museum

Andreas Braun from BMW Museum highlighted the benefits of having a corporate museum. Revisit his presentation from the conference.