Context

In 2009, newly appointed CEO Hans Vestberg set a bold ambition: reposition Ericsson for long-term growth and lead the transformation with Brand at the forefront. Ericsson needed to evolve from a mobile infrastructure and handset company into a global enabler of the Networked Society—where everything that could be connected would be, powered by 5G and IoT.

Mandate

As Head of Global Brand Management, my mission was to:

• Develop a global brand strategy aligned with Ericsson’s business transformation.
• Establish and lead a high-performing global brand management organization from scratch.
• Expand Ericsson’s addressable market by positioning its value proposition across new market categories in vertical industries.
• Build brand equity, alignment, and advocacy among 100,000+ employees across 150 countries

Strategic Impact

Developed and Aligned a Global Brand Strategy

Designed and secured executive buy-in for a brand strategy and investment case aligned to Ericsson’s pivot toward digitalization, connectivity, and industry solutions.

Built a Global Brand Management Function

Established a world-class brand management capability from scratch including frameworks, processes, tools, and governance models for consistent execution globally.

Launched a New Brand Identity and Communication Platform

Modernized Ericsson’s visual identity, messaging architecture, and customer engagement model to reflect the Networked Society vision. Enabled activation across industries, customer channels, and societal platforms including the Technology for Good initiative and UN SDG-linked programs.

Embedded Brand into Strategy and Culture

Integrated brand into Ericsson’s mission, values, and daily operations. Launched the Ericsson Brand Ambassador Program to drive internal engagement and ownership across geographies and functions.

Measurable Outcomes

Revenue Growth. Ericsson’s revenue grew from $27B to $33B between 2009 and 2014, supported by improved brand relevance and expansion into new industry verticals.

Customer Expansion. Enabled breakthrough wins in shipping (Maersk), automotive (Volvo), transportation (Scania) validating Ericsson’s expanded addressable market strategy.

Brand value growth. Ericsson’s brand value increased by 49% between 2009 and 2014, as measured by Brand Finance.

Societal Influence. Ericsson became a visible, credible voice in global debates on technology, privacy, connectivity, and inclusive innovation.

What I’m Most Proud Of

• Leading one of the most ambitious brand-led transformations in Ericsson’s history
• Building a scalable brand management function from that connected vision to strategy execution across the company.
• Seeing employees embrace the new brand with pride—creating global alignment, energy, and ownership

How Others Describe My Leadership

Recognized for leading with vision, clarity, and authenticity. Known for translating complex transformation into clear stories that unify people and drive action. Respected for building world-class capabilities while staying deeply connected to teams—elevating both the brand and the organization.