A guide for other leaders and executives

CoffeeBased started as a project to guide other leaders and business executives in the world of communication strategy and brand strategy. I’ve come to find that particularly brand strategy is often confused with brand identity or brand assets, even at top levels in organizations.

First and foremost, brand strategy is not about brand makeup. It’s not the logo, nor the color palette, or even the company vision. It’s about moving the needle and creating long-term results. For this, you need to translate business strategy to brand strategy and understand how to use strategic communication and brand equity to attract both talent and customers.

Behind the caffeinated insights

The individual behind the caffeinated insight is Anette Therén. I’m a leader in communication strategy. I connect business strategy with brand strategy and transition organizations – from uncertainty and unclear targets, to clarity. When communication supports organization and the brand strategy guides everyone in the same direction, people, results and organizations grow.

I have gathered roughly 15 years of experience of business and brand strategy, corporate communication and marketing communication. I hold a bachelor’s degree in media communication, and a master’s degree in media and culture production.

Originally I come from a background of online communities and open-source platforms. Sharing knowledge and engaging people to work together is in my DNA. My native tongue is Swedish, but I usually write in English to simplify for as many as possible to make use of my content.

To sum things up. I never get tired of learning new things, I love to build strong teams and memorable brands. I also love questions, so if you’re just dying to ask me something, don’t hesitate. I’m just one click away.