Over 5,937 fresh reviews for a backpack available since 1978, a sustainability story, and considerable word of mouth marketing make the FJÄLLRÄVENstory compelling and a great case study to share. The press room is well maintained and creates a great showcase to be visited for your own press room, but what I liked most of all was the A4 folded leaflet which includes the.backstory of this Swedish company; which set out to solve the problem of back pain which inflicted 80% of Swedes in the 1970's.
This episode is a nice case study in storification, and the Opportunity, But, Therefore structure for building a corporate narrative.
SPEAK|Pr is for business owners to unlock the value in their organization for free with effective communication and is hosted by international Pr agency owner and entrepreneur Jim James.
In return, I will continue to bring massive value with two weekly shows, up to 3 hours per month of brilliant conversations and insights.
Monthly subscriptions start at $3 per month. At $1 per hour, that's much less than the minimum wage, but we'll take what we can at this stage of the business.
Of course, this is still free, but as an entrepreneur, the actual test of anything is if people are willing to pay for it.
If I'm adding value to you, please support me by clicking the link now.
Over 5,937 fresh reviews for a backpack available since 1978, a sustainability story, and considerable word of mouth marketing make the FJÄLLRÄVENstory compelling and a great case study to share. The press room is well maintained and creates a great showcase to be visited for your own press room, but what I liked most of all was the A4 folded leaflet which includes the.backstory of this Swedish company; which set out to solve the problem of back pain which inflicted 80% of Swedes in the 1970's.
This episode is a nice case study in storification, and the Opportunity, But, Therefore structure for building a corporate narrative.
SPEAK|Pr is for business owners to unlock the value in their organization for free with effective communication and is hosted by international Pr agency owner and entrepreneur Jim James.
In return, I will continue to bring massive value with two weekly shows, up to 3 hours per month of brilliant conversations and insights.
Monthly subscriptions start at $3 per month. At $1 per hour, that's much less than the minimum wage, but we'll take what we can at this stage of the business.
Of course, this is still free, but as an entrepreneur, the actual test of anything is if people are willing to pay for it.
If I'm adding value to you, please support me by clicking the link now.
My wife and I have just been convinced to buy a Fjallraven Kanken backpack for our daughter, which leads me to do a case study on this Swedish brand that offers outdoor clothing and backpacks. To be honest, I had't heard of the brand before, but it is the brand of choice in my daughter's school, so I had a look at what went behind this amazing word of mouth that got us to pay 85 for a school backpack. Upon buying it, we were very happy with our Kanken backpack. If you look for it online, you'll find that there are around 6,000 reviews on Google for this backpack. That's where I first started to check out the reviews of it beyond my daughter. With the exception of one person who complained about the zippers, everybody else was raving about it. These backpacks are not cheap, as I've mentioned, but if you've got nearly 6,000 people reviewing it and all of them nearly with a five-star rating, then that's got to be saying something good about the product. In our SPEAK|pr course, we talk about converting people from being unaware of our products and services to becoming evangelists, and plainly, that is what the Fjallraven people in Sweden have managed to do with their products and services. I had a look at the website, and when you first get there, on the top left on the navigation bar is the word "Sustainability." There are pictures of walking in the countryside, young people hiking, and then these Kanken family bags. Very early on, the brand is showing what they do. They say in their mission that,"They develop functional, durable, and timeless outdoor gear. They act responsibly towards nature, animals, and people, and they inspire and develop interest in outdoor life." What I also liked about what they said on their website was that, "We've been trekking for more than 50 years, I hope we never get there." This is the beginnings for me of the storification part of SPEAK|pr. They're starting to build a brand promise around the brand that speaks not just about the product, but around the ethos of the company. When looking at the website, sustainability is nearly 15% of the homepage. They've got a whole section on it, and they've got information about the mat rials that they use. Interesting y enough, they've also got an area on their outdoor adv ntures, and they have the Fj llraven Classic, the Foxtrail bl g, and the Arctic Fox Initi tive, which is how they're work ng to safeguard the arct c fox, which is what "fja lraven" stands for in Swe ish. They're not only creating roducts, but they're ery much part of the sustain bility scene. Their press cent e is excellent, not least be ause it has releases almost eve y month, but because each one ha a very nice header with a graph c and a headline. It seems more like an advertising area tha a traditional press area. They alk about the materials, the p ople behind the brand, and they mentioned how their Head of S stainability, Christiane Dolva rnberg, was awarded the B sinesswoman of the Year in the S edish Sports Industry, an so they're really showing that hey're active when it comes to press & sustainability. ll their pictures are of pe ple wearing their equipment, t eir clothing, their backpacks, a d so on in and around t e environments they should be i. There's no feeling of it bei g "corporate" at al The products, if you're interested, are not cheap. The prices range from 120 to 400 for a pair of expedition trousers. This is obviously at the top end of outdoor products. We were sold by this stage tha ks to my daughter, the revie s, checking the website, nd looking at the ethos of he company. We ended up buying he purple backpack for my daught r, and inside the bag, there's a very nice folded flyer, an 4 piece of paper which is folde into quarters and shows a ni e picture of the backpack. The paper does not look varnishe or glossy. Rather, it looks sli htly yellowed. When we op n it up to its full A4 size, th re's the story behind Fjallrav n. In 1960, ke Nordin founded jallraven in the Swedish town rnskldsvik. It says that, Since then, we've stayed rue to our mission developin timeless, functional, and urable outdoor equipment, acti g responsibly towards hum ns, animals, and nature, nd inspiring people to spe d time outdoors." There's wonderful picture of the founde with a lightweight backpack i a field, and the whole feelin of the literature is that it s very tactile, not sell at all. On the reverse side of the fl er, there is the story o Kanken, the product. This, I th nk, is worth highlighting, beca se we talk in the SPEAK|pr program about storification, the narrative behind the busines that you set up. Here, they h"Our founder, ke Nordin, was following the back debate with ve it. On the left hand side of he page, they have three kid going off on their bikes, a s ightly dirty, dark, grainy p otograph, and a teacher at sc ool. It says, "The backpack tha straightened out a whole gene ation." It also says that, "At he end of the 1970s, new statist cs showed that up to 80% of t e Swedish population at some point suffer from back pain, nd these problems were appearin in the increasingly youn er age groups. At this time, s oulder bags are popular; however experts believe that the load rom school bags and schoo books could be redistribut d from one shoulder to both so the risk of back pain will e greatly reduced." In our Oppor unity, But, Therefore fra ework of storification, they' e setting up the Opportunit that people could carry produ ts without suffering any back ain. The But is that the sho lder bags were not working, and his is the Therefore: their ba kpack. In our SPEAK|pr program, we talk about getting back to the great interest. And with the help of the Swedish Guide and the Scout Association, they immediately sketched an affordable functional backpack with plenty of space for school children's books and binders. This was introduced by Kanken in 1978. The weight of the bag was redistributed from a single shoulder to both shoulders. Back problems diminished. It was also asserted that the backpack was good for posture." It's a
person:
who is it that invented this, what is their backstory very logical solution to a ve y simple, practical issue. The w y that it's been written i very engaging, very simple, an very easy to understand. With n just one A4 piece of paper th t was inside my daughter's back ack, I've understood the narra(if you pardon the pun), but also, who are the people that we ive behind the company and the solution that the founder the Fjallraven company found f r people having one-shoulder ackpacks. S are trying to make into the heroes of the story? In this case, it's the children. We're trying to help the children carry their books to school without pain. That's been the motivation for me to get my daughter a new backpack. We all want something that can contain a laptop, books, water, is durable, and also a little bit fashionable and trendy at the same time. As we look at our own company, what do we have as a story? What do we have as a narrative? Why did you create this product or service? What problem were you trying to solve? And therefore, which heroes have you created now as a result of the solutions that you found? Moving on from the theory that I've been going through a lot with the SPEAK|pr, I decided I would start to highlight some case studies, because it's one thing to know the theory, but it's another to start to see how other people have been applying it. In this case of the Fjallraven backpack, the Kanken, since 1978, it's still going strong. And as they say in the brochure, it hasn't really changed since. It's still a good product, so why change it? And if that's the story behind your product, don't be ashamed. Be proud of its success. With that, I hope that this little vignette, this little case study will shed some light on a problem you're trying to solve and help you to get noticed.