A company’s history can be a powerful strategic tool in the hands of communicators, if used correctly. How is an effective history marketing process structured? How can the past be part of corporate storytelling that builds the future? Why should companies invest time and energy in exploring their past? We discussed these and other questions with Anders Sjömann, a leading expert in history marketing, head of the Stockholm-based Centrum för Naringslivhistoria (Center for Business History), and author of the book History Marketing, whom we met in the Swedish capital.
Some say history is something that lies behind us, and when building a company or brand, our focus should be on the future. I believe you do not share this opinion…Why is history a strategic asset – as you say it in the subtitle of your book?
It’s in the nature of business to always look forward. It should. But it shouldn’t at the same time forget the road it has already traveled. There are lessons for the future there too. Experience. Heritage. Legacy. They’re all words that point to the fact that every company has its own unique history. It’s an asset that provides authenticity and differentiation that no competitor can copy. The key is to use history for context and as a sounding board for today’s challenges – and opportunities. Your heritage is probably your best proof point for what you’re promising today.
In the book, History marketing, you provide the readers with an effective process for history marketing. Can you give a sneak peek here for IdeaBank readers too?
The process starts with the future, not the past. First, define your core story with a “heritage statement” that links your past to current goals. Then, research your history, create a list of potential stories – and then identify the key, authentic stories that support your narrative. Finally, package these stories smartly for different audiences and channels—one history can be told in many ways.
That was a three-step process. For a slightly longer process visit “History Marketing in Five Steps”
In your presentation in Stockholm, you mentioned and showed a few outstanding examples of history marketing. One of my favorites was the Ericsson story (and film). Can you explain that project a bit? I believe this could provide an inspiring example for companies looking to shape their future on the foundations of their past.
The Ericsson film tells the previously untold story of founder Lars Magnus Ericsson and his young wife Hilda. While he was traveling the world, selling telephone networks, she managed the company – pretty much from the family kitchen. Based on letters between the couple that we unearthed a few years ago, they emerge as a true “power couple” who built the company together. Their letters bring a human, emotional dimension to the corporate history – and Ericsson used that for a film during its 140th anniversary. The film can be seen here. By the way, next year Ericsson turns 150. Let’s see what they have in store for that …
When it comes to corporate and brand communications, ‘storytelling’ is one of the buzzwords. How could history and corporate past be taken advantage of in it?
History is the ultimate source for authentic corporate storytelling. It provides the verifiable raw materials—the people, challenges, and innovations—that make narratives compelling and trustworthy. Instead of inventing stories, companies can use their past to prove their values in action, add depth to their brand, and show why they’ve earned their place today.
You work for the Centre of Business History in Stockholm which, I believe, is a very interesting institution. Can you introduce that for the Hungarian readers briefly?
The Centre for Business History in Stockholm is one of the world’s leading business archives. Since 1974, we have helped Swedish companies preserve their historical material in professional archive solutions and then present their unique stories. We manage the archives of over 7,000 Swedish companies and use this rich material to provide “history marketing”-services, turning their heritage into a strategic asset. We also run a separate research facility, where we collaborate with academics and scholars. So in short, we sell archive solutions and storytelling services to companies – and then also run academic projects. There’s more info about us at www.naringslivshistoria.se/en.
Why should companies invest time, energy and money in studying their past?
Companies should invest in their past for three main reasons. First, it builds the brand with authentic stories that competitors cannot copy. Second, it strengthens the organization by fostering a shared culture and purpose. Third, it helps manage risk and drives innovation by offering lessons from past challenges and successes. A company’s history is a strategic asset – and should be used as such.
About Anders Sjöman
CEO at the Centre for Business History in Stockholm, which he first joined in 2015 as head of communication and client services. Prior, he was head of communication at streaming service Voddler and pr-consultant at Springtime (Stockholm), developed teaching cases at Harvard Business School’s European Research Center (Paris) and ran online language learning projects at EF Education (Boston). He holds a M.Sc. in Economics and Business Administration from the Stockholm School of Economics. His book, History Marketing is a popular source about this topic.
