Building a challenger brand that wins with Stefan Lagerqvist, CEO @ Nick's

Building a challenger brand that wins with Stefan Lagerqvist, CEO @ Nick's

Stefan Lagerqvist is a proven business leader best known for his unique blend of elevated financial expertise, strategic insight, and world-class brand-building experience, honed at P&G and Unilever. Currently, Stefan serves as the Group CEO at NICK'S, a Swedish better-for-you ice cream and protein bar brand that's made a name for itself in snack aisles across Europe and the US.

In this episode, we cover the unexpected difficulties Stefan and Nick's faced during their high-growth era, the keys to pulling off the best experiential marketing, and how Nick's crafted their flirtatiously bold brand voice.

What you'll learn in this episode:

  • The unexpected business challenges of extreme growth

  • How to uncover your true target consumer

  • The Nick's product that outperformed Snickers

  • Why having legacy brands copy you is great for business

  • How to evaluate creative without paid testing

  • Why cynicism is necessary for business growth

  • The keys to pulling off the best experiential marketing

  • When challenger brands truly challenge legacy brands

  • How Nick's retooled their marketing approach for the US

  • How Bethenny Frankel became Nick's #1 fan

  • What to remember in influencer marketing

  • How Nick's balances their messaging to be both fun and functional



Resources:

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