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"El Manifiesto Vikingo"-Reading Circle

This document summarizes the key points made in the book "The Viking Manifest" about the corporate culture and marketing strategies of successful Scandinavian companies. It discusses how these companies have conquered markets through innovation, teamwork, creativity, and using situations to their advantage for marketing. Specific companies highlighted include a clothing brand that donated to environmental non-profits without advertising it, Absolut vodka's simple yet humorous ads, and IKEA making furniture assembly easy and practical. The document concludes that Scandinavian "Vikings" use simple but effective strategies to create efficient marketing without large expenses.

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85 views2 pages

"El Manifiesto Vikingo"-Reading Circle

This document summarizes the key points made in the book "The Viking Manifest" about the corporate culture and marketing strategies of successful Scandinavian companies. It discusses how these companies have conquered markets through innovation, teamwork, creativity, and using situations to their advantage for marketing. Specific companies highlighted include a clothing brand that donated to environmental non-profits without advertising it, Absolut vodka's simple yet humorous ads, and IKEA making furniture assembly easy and practical. The document concludes that Scandinavian "Vikings" use simple but effective strategies to create efficient marketing without large expenses.

Uploaded by

noemi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Noemí Jiménez Capó

13-11-2019

“The viking manifest” -Steve Strid


Centuries ago, the Vikings, originally from Scandinavia, were true strategists in conquering
territories. Soon they realized that negotiating with others earned much more than fighting
on their own. That success was based on his audacity, teamwork and cunning.

Nowadays, companies “of the new Scandinavia” conquer the market through innovation and
cunning. They break the established rules and set trends, silently penetrating the market.

This book talks about corporate culture in Scandinavian companies and how its success,
which is based on hard work, mutual gains, creativity and teamwork, has been a reference
for many people.
This culture shows that collaborating with others is more productive than working alone.
Unlike the United States, competitiveness is not encouraged in companies but is taught to
work in teams and the advantages of mutual benefit.
The book also investigate the performance of workers in companies, comparing a
bureaucracy based on rules and punishment, with another based on freedom and trust
towards the worker.

From here, the book analyzes a series of Scandinavian brands that have been successful
and have not needed to invest millions of euros to achieve it.

We can see why being the greatest is not always the best and why advertising does not
always work.
An example of the book is a clothing brand from Norway, which each year gave significant
amounts of money to "Green Peace" and other non-governmental organizations focused on
the environment. Unlike other companies that advertise all the money they gave to
organizations, this brand remained silent, although the company's employees were
organizations of these donations. Thus, they were the same workers of the company that
ran from the mouth-ear the actions of such a brand and, the noise multiplied from these
actions (in addition to how the rumors had a lot of credibility).

Another aspect that companies use as a tool for advertising is simplicity. In the case of
Vodka Absolut, from Sweden, it shows to the market in a very clear way: selling “pure”
vodka, pure as nature itself; advertising the brand with humorous ads sometimes
represented by nude people.

IKEA's strategy is also based on simplicity. IKEA shows that transporting and assembling
furniture can be done by anyone and in a more practical and simple way than it was done
until then.

Finally, the book makes it clear that you have to take advantage of every situation that is
presented to the company, whether good or bad. An example that appears is from a brand
of cans of tomatoes that went through a major crisis when a consumer found a dead rat
inside one of their tomato cans. The company's director investigated what had happened
and saw that the accident had been caused by one of his employees. Instead of staying like
news, the director was able to take advantage of this opportunity to explain what had
happened and, in addition, offer something to his clients: he said that he would put a plastic
mouse in one of his cans, and the person who found id, he would receive a reward of
1.000.000€. The company's sales skyrocketed and that accident was nothing more than an
anecdote, which did not affect the company at all.

In conclusion, we see how the new "Vikings", the "northern" companies use simple but
effective strategies and how they take advantage of each situation to create marketing in an
efficient way, without spending large amounts of money.

Simplicity in brands is a good option to sell, if it clearly shows the value it can offer to the
market.

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