Katarinahuset, 2026-05-20

”In an overwhelming flood of content, we need to talk more about the cost of dull – being relevant is no longer enough”

INTERVIEW WITH CAMILLA WALLANDER, CEO AT BERGHS SCHOOL OF COMMUNICATION

This Thursday, Camilla Wallander, CEO of Berghs School of Communication, will host the final Learning Lab by Berghs of the year on the theme Thought Leadership & Brand Strategy.

Hi Camilla! How has your view of branding and communication evolved over the years?

– It has broadened and deepened over time. To me, a strong brand is built on a clear core that is constantly revitalized through new voices, perspectives, expressions, and actions. It is not static. It is alive. A strong brand believes in something, strives for something, and acts accordingly.
For many years, communication has largely been about being present and optimizing channels, especially social media. Now I see a shift. In an overwhelming flood of content, we need to talk more about “the cost of dull.” Being relevant is no longer enough. We need to stand out and create real value, otherwise we disappear into the noise.

How can you tell whether your message is truly reaching the right audience?

– You see it in the engagement. When people do not just notice something, but react to it, care about it, share it, and take a stand. But above all, you see it in behavior. Are they doing what you hoped they would do? Are they signing up, changing their behavior, contributing, or actually making a purchase?
At the same time, impact rarely happens immediately. That is why you need to identify and measure clear milestones along the way. What specific movement do we want to see before the final conversion? If that is not happening, the message probably has not landed.

Can you share examples of organizations or individuals who have successfully combined a clear strategy with strong content?

– Right now, I am inspired by Houdini, The New Yorker, and Axfood. Axfood is a strong example of how strategy and content can work together through a clear commitment to sustainability and inclusion. Through initiatives like Axfoundation and Axelerate, they develop innovative solutions and create more inclusive workplaces together with partners. They are also involved in projects that create opportunities for young people and strengthen inclusion in society.What stands out is that these are not isolated campaigns, but part of a long-term and coherent direction. When Caroline Berg speaks about business building driven by continuous innovation and transformation, strategy, leadership, and communication are fully aligned. It is clear, consistent, and relevant.

What common mistakes do you see companies make when trying to build their brand through content?

– Unfortunately, there are many. Companies often fail to define what they want to say and why. They try to communicate too many messages at once, use generic imagery without emotion, lack overarching conceptual frameworks, fail to think through their tone of voice, and end up copying what others are doing or what happens to be trending at the moment.

What can participants expect from the course session?

– I will share inspiration on how to take stronger ownership by focusing on a select number of themes and areas. I will present examples of brands and individuals who have made clear choices and created strong content as a result.

We will also practice how to build trust and create content that drives visibility across selected channels such as LinkedIn, Substack, and YouTube.

A House Slussen, 09.00–11.00
1600 SEK excl. VAT.
Sign up: julie@ahouse.se