Business
Swedish branding consultants
LynxEye makes brands stay relevant in the digital world
F
By Joakim Persson
LynxEye co-founder and partner Christian Ihre 20 ScandAsia.Singapore • March 2017
ast increasing digitalisation and disruption are on everybody’s lips, with many businesses, based on yesterday’s models, struggling in this new online landscape. The brands of today may, or may not be the brands of tomorrow. It depends on how they act and adapt in order to truly matter. Today consumers define the products and services to be developed and consumed (rather than the opposite way around). And with that comes challenges that require attention at the very core of any business. That is where the Swedish brand management company LynxEye, with offices in Stockholm, Singapore and London, expertly assists. Spearheaded in Singapore by co-founder and partner Christian Ihre, they come up with strategies that help companies stay relevant for the long term and in future scenarios – whatever these may bring. Most companies they meet know that change is inevitable, but not many know how to manage it. But, guided by LynxEye, brands and businesses can foresee and lead game-changing disruptions in their industry. “What we do is assist companies to find themselves, or help launching on a new market and then help to find where there is growth potential,” explains Christian at a café across from their downtown Singapore office. “How will the consumer of the future evolve and how can I position my brand to reach a growing target group that suits our kind of core competence? And position it in a way to become future proof in times of such rapid change.” LynxEye developed a method for this quite “early”, and did exactly this market entrance for Spotify when they entered into the U.S. In Sweden they assisted the Swedish evening newspaper Aftonbladet in their successful digital transformation, to mention another client. “That is within media the most successful digitisation of its kind in the world, actually.” They also assisted Volvo Cars’ previous owner Ford in making the Swedish brand attractive for a new owner, (in itself a really interesting case story). “So we help companies with lar ger transformations; to direct them towards a new positioning on the market and ensure that it gets implemented.” Christian elaborates fur ther : “We look at what positions are actually steering a business;