Harvard Business School (HBS) Executive Education alumni Johan Brandt started his new job as CEO on January 8, 2018. The company, Paradigm Brand Consultancy, is a medium-sized brand-consulting firm in Gothenburg, Sweden. About a month into the job, Brandt found himself on stage in front of the entire industry accepting the award for Årets Byrå (Agency of the year). Was he surprised? Not one bit. And while that may sound a tad presumptuous, the truth is, he takes no credit for the win. He does, however, take credit for making a wise career choice. While Brandt's experience as a marketing consultant and as CEO of a tech startup set him on the right trajectory, it was time spent with the Program for Leadership Development that ultimately led him to his current role.
"My experience with HBS absolutely changed my perspective regarding what's important and what it means to really make a difference," says Brandt. "I stopped focusing on finding the right company and instead began looking for the right people to collaborate with. And what I found was that the people of Paradigm all seem to share an amazing attitude that I find very attractive—and rare."
Brand strategy is a vague term, specifically because it encompasses an extremely broad range of work—from designing a visual identity to establishing a multi-brand architecture. While still a relatively small firm, Paradigm is able to do all of this largely because of the diverse range of its employees' competences and experience. Many have a unique understanding of the pressure their clients are facing, as they, themselves, have held leadership positions with global organizations. All have extensive experience working with global brands. And, as a result, they can offer something unique in terms of culture, perspective, and offerings.
Their clients describe their support as somewhere in-between that of a traditional advertising firm and that of a business consultant—a position that has been an obvious void in the market and gives them the unique ability to view branding issues from both internal and external perspectives. It also allows them to better immerse themselves in the world of their clients and make a difference.
"The brand is absolutely critical to a business' success," says founding partner Thomas Von Krusenstjerna. "When implemented well, it becomes a powerful business driver, offering guidance throughout the entire organization—from product development to how and what to communicate. Our clients invest a good deal of time and money with us. The key word being "invest." We have to show them our work's relevance to their business strategy and in their daily work. If we haven’t done this, our job isn't complete."
From med-tech companies like Getinge and Arjo to iconic OEMs like Volvo, Paradigm's clients are almost exclusively global organizations. Many are dealing with multiple brands. Several are business to business. Some are just getting started. All appreciate the ability to justify their investment in brand strategy and see real results.
Årets Byrå isn't your typical industry competition. There isn't a panel of judges—and you're not evaluated by your peers Instead you are judged by perhaps the harshest critics of all—your clients. Nominees receive a minimum of 8 evaluations, submitted by clients that have retained their services during the past 12 months. And the findings are measured against a Client Satisfaction Index. In fact, the entire process is considered to be more of a trade study rather than a competition.
For a relatively young firm like Paradigm, winning Agency of the year is a big deal. Ten years ago, Paradigm began with a vision and stuck to it. Opting to work only with what they considered ambitious brands and focusing exclusively on strategic branding and communication work. It wasn’t always easy or without cost.
In short, Paradigm decided to take a different path, and their clients appreciated it more than any of their direct competitors. It's a utopic scenario for any new CEO. The recipe for their success? Highly driven and highly skilled colleagues. Highly satisfied clients. A solid vision that's proven its market value. And the ambition to grow and desire to make a difference.
"The people here really have something special," says Brandt. "The opportunity to come in and collaborate with this amazing group of people makes me more than proud. We have a proven and steady record of success with extremely appreciative clients. What more could you ask? The sky's the limit."
