Brand Marketing Sweden. How do you market marketing to marketers?

In 2026, after more than a century as an independent industry association, Swedish Advertisers changed its name to Brand Marketing Sweden. The rebrand reflects a broader perspective on marketing and brand building, expanding beyond advertising to encompass the entire field. The organization champions marketing and brand building as key drivers of business success and sustainable, profitable growth.

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With a community of more than 5,000 marketing professionals, Brand Marketing Sweden speaks directly to the people shaping brands and driving business forward. This raised an interesting question for us at The Studio: How do you market marketing to marketers?

We thought that as an organization leading the way in marketing and brand building, Brand Marketing Sweden needs to practice what it preaches. To be at the forefront of the industry, it needs to show what good marketing looks like: being creative, bold, clear, and relevant. The challenge was to translate these principles into a visual expression that not only communicates what the organization stands for, but demonstrates it in action.

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At the heart of the identity is a distinctive symbol that reveals different letterforms depending on its orientation: a B, an M, an S and an E. It can also be read as a W for the organization’s prestigious 100-Wattaren marketing effectiveness awards. The symbol is used as a flexible and versatile graphic device that can take virtually any form, in static applications but even more so in motion.

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IdentityPrintCampaignWebsite

Motion

Strategy

We are so happy about our collaboration with The Studio and the fantastic work you’ve done designing our new brand identity! What a team you are, absolutely amazing! — Hanna Riberdahl, CEO, Brand Marketing Sweden

Brand Marketing Sweden. How do you market marketing to marketers?

In 2026, after more than a century as an independent industry association, Swedish Advertisers changed its name to Brand Marketing Sweden. The rebrand reflects a broader perspective on marketing and brand building, expanding beyond advertising to encompass the entire field. The organization champions marketing and brand building as key drivers of business success and sustainable, profitable growth.

​

With a community of more than 5,000 marketing professionals, Brand Marketing Sweden speaks directly to the people shaping brands and driving business forward. This raised an interesting question for us at The Studio: How do you market marketing to marketers?

We thought that as an organization leading the way in marketing and brand building, Brand Marketing Sweden needs to practice what it preaches. To be at the forefront of the industry, it needs to show what good marketing looks like: being creative, bold, clear, and relevant. The challenge was to translate these principles into a visual expression that not only communicates what the organization stands for, but demonstrates it in action.

​

At the heart of the identity is a distinctive symbol that reveals different letterforms depending on its orientation: a B, an M, an S and an E. It can also be read as a W for the organization’s prestigious 100-Wattaren marketing effectiveness awards. The symbol is used as a flexible and versatile graphic device that can take virtually any form, in static applications but even more so in motion.

​

​

IdentityPrintCampaignWebsite

Motion

Strategy

We are so happy about our collaboration with The Studio and the fantastic work you’ve done designing our new brand identity! What a team you are, absolutely amazing! — Hanna Riberdahl, CEO, Brand Marketing Sweden