Published in


Building Brands Rooted in Mission with Fjällräven’s VP of Brand Experience, Jean-Marie Shields

The importance of staying true to your brand’s values and mission

via https://www.fjallraven.com/us/en-us/about

There is one simple tip to keep in mind when it comes to brand building: know who you are and what your mission is. That’s advice from powerhouse brand builder and VP of Brand Experience for Fjällräven, Jean-Marie Shields. As she explains it, when you have those core tenants down pat, the rest of your marketing can flow naturally.

“We’re a 60-year-old company and our whole mission is very simple — it’s to inspire people to walk with nature. In marketing or branding, we use that message for everything we do,” she said.

Throughout her career, Shields has worked with some of the world’s most well-known brands, from Nike to Lululemon, with a stop at Starbucks in between, and she’s helped grow some of the world’s most loyal customer bases through the power of storytelling and mission building.

On a recent episode of Marketing Trends, Shields touches on how Fjällräven used an agile marketing strategy to deliver an empathetic marketing campaign throughout the COVID-19 pandemic and how those tactics carried over into their 2021 marketing strategy.

“This last year taught us to be very flexible as a brand, but also be really grounded in who you are. When things get scary or uncomfortable, I think it’s really important as a brand to really be grounded in what your mission is.”

To hear more about Fjällräven and insights on why branding and messaging is a two-way conversation between brands and consumers and what’s ahead for Fjällräven is 2021, check out the full episode of Marketing Trends!

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

This message is brought to you by Salesforce.

Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.

Salesforce can help.

We’ll show you how to put each and every customer at the center of your B2B marketing strategy. And you’ll learn how top brands like Lyft approach account-based marketing.

Salesforce. Market to every account. Speak to every buyer.

Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store


Award-winning media studio. Learn more at mission.org