A sneak peek into D-Congress 2025: Expanding horizons and navigating the future of brand strategy

The Congress 2025, organised by Svensk Handel, promises to be a landmark event for Swedish and global retail leaders. Set to take place on 5-6 March 2025, this annual gathering will bring together over 3,000 industry leaders to explore the future of global commerce.

This year’s theme, "Breaking Borders, Building Futures", reflects the growing importance of thinking globally while acting locally. As companies continue to expand beyond their domestic markets, the challenge of maintaining a consistent brand identity across diverse regions becomes more pressing. The Congress will explore how leading brands manage this delicate balance. For example, businesses like Lego and Lager 157 have successfully expanded into new markets while maintaining a cohesive brand identity.

Sara Röse Karstensen, the mastermind behind Lego’s global growth and now a key figure at Lufthansa, will share insights on how to create a brand strategy that resonates with consumers across cultures. Similarly, Stefan Palm, CEO of Lager 157, will discuss his company’s plans to expand internationally while staying true to its core values.

The Congress 2025 is poised to be a melting pot of ideas and innovations, primarily focusing on four pillars: Innovation for Impact, Borderless Brandscape, Next-Gen Intuitive E-Commerce, and Unified Commerce Revolution.

Navigating the future of brand strategy: Balancing global reach, local relevance, and the power of AI

At the Pre-D-Congress event held yesterday, a panel discussion featuring industry leaders Cecilia Kroon (CMO, Lyko), Sabrina Leuenberger (CMO, Stronger), and Tobias Brandt (Head of Strategy, Singular Studios) offered key insights on managing these complex dynamics.

Global brand strategy vs. local relevance

The conversation underscored the importance of striking a balance between global consistency and local adaptation. Cecilia Kroon, CMO of Lyko, a leading beauty and cosmetics retailer, shared her experience of expanding Lyko across Nordic markets and beyond. Her insights emphasised how crucial it is to give local teams the flexibility to tailor content and campaigns for regional tastes while maintaining a strong, unified brand identity. “The key,” she noted, “is knowing how global we can be and how local we need to be to stay relevant.”

Sabrina Leuenberger, CMO of Stronger, a Swedish activewear brand known for empowering women through fashion, highlighted the importance of ensuring that Stronger’s brand message resonates globally while addressing the unique demands of each market. For her, localisation is about understanding cultural differences and using influencers and partnerships to build strong connections.

Tobias Brandt, Head of Strategy at Singular Studios, brought a strategic lens to the discussion, focusing on how companies can build brands that scale globally while remaining agile. He emphasised that successful brands must prioritise both clarity and flexibility in their strategy, enabling them to stay relevant in a fragmented digital landscape.

Performance marketing and brand building: Striking the right balance

A recurring theme was the ongoing debate between short-term performance marketing and long-term brand building. Cecilia Kroon stressed the importance of blending both approaches, explaining how Lyko integrates performance-driven tactics while still investing in the long-term growth of its brand. She noted, “Brand is crucial, but if you’re not also investing in your performance marketing, you’re leaving money on the table.”

Sabrina Leuenberger agreed, highlighting that while Stronger relies on data-driven marketing, brand loyalty and emotional engagement are equally vital to sustaining growth. Tobias Brandt further added that focusing too heavily on immediate results can undermine the long-term potential of a brand, cautioning businesses to find the right balance.

AI and the future of customer experience

The panel also explored the transformative potential of AI in shaping customer experiences. AI-driven personalisation, where algorithms tailor shopping recommendations, is expected to revolutionise how brands engage with consumers. Tobias Brandt noted that while AI can streamline the customer journey, brands must preserve the “human touch” to create memorable and emotionally resonant experiences.

Cecilia Kroon shared how Lyko is leveraging AI to enhance product recommendations while ensuring that the personal, in-store experience remains central to their strategy. Sabrina Leuenberger emphasised that as AI becomes more prevalent, brands like Stronger will focus on integrating it without losing sight of the personal connection their customers value.

The path forward for brands

As brands look toward the future, the panel highlighted the importance of staying flexible, innovative, and human-centric. Whether it's navigating new markets, balancing performance with purpose, or embracing AI, the brands that will thrive are those that can adapt while staying true to their core identity.

In the words of Tobias Brandt, “In a world increasingly driven by technology, the brands that stand out will be those that continue to surprise and delight.”

(Disclaimer: This is based on my notes from the Pre D-Congress Event. I believe they are correct, but I might have missed a word or two in my translation from Swedish to English!)

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