Written by Julian Stubbs | Stockholm
on November 23, 2016
Stockholm the Capital of Scandinavia has now been in place as marketing platform for the city of Stockholm for over 10 years and has been through three different political administrations an achievement in itself. Here the person behind the original strategy, Julian Stubbs, recounts how it came about and examines some of the key elements. 

Stockholm the capital of Scandinavia logo

A Place Branding Interview

An interview with Ola Zetterberg, CEO of StockholmBusiness Region, Julian Subbs provides insights into the strategy from both a busines s and political viewpoint and the article goes on to look at the Stockholm Business Alliance and how the strategy has had a positive impact on a wider region around the city. The article goes on to look at the results in terms of numbers, looking at tourism and the inward investment perspective.
The article also examines the challenges and things still left to be done in the Stockholm region. These include its competition with the Oresund Region (Copenhagen - Malmo region now known as Greater Copenhagen), the proposed 8 million city high-speed rail link project, the challenge of not having a
strong hub airport in Stockholm region, and how the life science industry is in danger of slipping off the map if it is not better promoted and co-ordinated.
The article nally touches on the challenges of affordable housing, architecture and even the lack of a
strong lm industry in the region.
Read the full story here by following the link below to the Springer Nature site:
The paper's author is Julian Stubbs a marketing strategist, a writer and presenter who has worked with developing brand strategies and identities for a wide range of brands, organisations and places. He is CEO & founder of UP THERE, EVERYWHERE the global cloud based brand and content marketing agency. 
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