What Kånken teaches us about storytelling and word of mouth marketing — EASTWEST Public Relations

SPEAK|pr course, the aim is to convert people from being unaware to becoming evangelists, and plainly, that is what the Fjallraven people in Sweden have managed to do with their products and services. On their website, on the top left on the navigation bar is the word “Sustainability.” There are pictures of people 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.” It also says on their website that, “We’ve been trekking for more than 50 years, I hope we never get there.” This is the beginnings 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.

Originally published at https://www.eastwestpr.com.