As a designer, I’ve always had one foot in publishing and the other in visual identities for brands, recognising the strength of both areas as foundational to my profession. Over the past decade, as I transitioned from a role as an art director in fashion to co-founding Scandinavian MIND and its agency operation, this particular combination of storytelling and branding did start to seem even more interesting.
Technological and generational shifts have made the previously dominant marketing funnel relied on by strategists redundant. (Gen-Z killed it.) The fight for our attention has reached a point where brands are competing not just with each other but with the entire global entertainment industry. Now, to prepare for battle, brands can no longer rely solely on promoting their products through advertising. In fact, the product cannot be the focus. Instead, they must create stories that engage and resonate on a cultural level. It’s not about one big wide casting net, but a lot of smaller hooks with different baits.
At the same time, ”content” is often dismissed as the lowest tier of the marketing hierarchy, either overshadowed by hero seasonal campaigns and activations or simply outsourced by betting it all on influencer marketing. In reality, content is everything, everywhere, all at once – every image, every caption, every interaction tells your brand’s story. That’s why brands need to adopt an editorial approach: to think and act like magazine makers.
But what does editorial even mean?
As editors and art directors, we create, prepare, and refine stories to a high standard, always with a specific point of view. This craft includes creating visual stories, writing in-depth interviews, producing guides, breaking news, commissioning essays, curating lists etc. These elements work together to create the ideas and spark the conversations that land on various screen sizes, printed pages, stages—anywhere, really.
Reducing this multifaceted work to the blunt notion of ”content” misses its true value. Content should be elevated and treated as a core strategic narrative tool – a way to continuously shape how people perceive your brand and connect with it emotionally.
A ground zero example is Acne Paper by Acne Studios (2005–2014), which made a true dent in culture—far deeper than the first stumbling steps of any other brand magazine (content marketing of the 2000s). It was not only about their own collections, or even fashion, but about art, creativity, and literature in a much wider sense—all pointing to the dreamy brand ethos of “creating novel expressions.” The printed publication attracted global top talent and artists through its celebrated nostalgic art direction, lending their names and reputations to be associated with the Swedish brand as it launched into a global market. The printed publication first sold out and became a collector’s item. Then, it was reborn as a 500-page book in 2022, this time also lifting the stories from paper into a multitude of channels.
In another industry, Sana set up their annual Sana AI Summit. The same principle applies: attract top names to elevate the brand. This is achieved through huge production value and great visual communication. Scientists, thinkers, analysts, and researchers all share stories that resonate with the brand’s vision of “a world where knowledge is not only more accessible, but empowers you to accomplish more than you ever thought possible.” The discussions and interviews from the stage serve as the foundation for all types of communication throughout the year. Notably, Sana Labs is also achieving tremendous differentiation from other tech companies through its visual identity and commitment to design.
The diversity of perspectives is essential to engaging an audience and building a community. After all, the true superpower of a magazine lies in its ability to align people around shared interests and aesthetics. Editorial also builds your network and knowledge base, by connecting with talent and role models through interviews and commissions.
Pre-pandemic, I was in a conference room with a board member of a very successful Swedish fashion brand, getting advice on a previous entrepreneurial endeavor: “You just have to make something that people care about,” he said in gentle tones. Thanks! That might be useful as a visionary objective or heuristic, but let’s break down how to increase the odds:
Brand narrative(s)
As a brand, your editorial point of view derives from your purpose (your reason to exist beyond making money) and your core set of values. This does not need to be the Silicon Valley cliché of saving the world, but it needs to be something you believe in. This main narrative functions as an anchor for everything downstream and is divided into sub-narratives, telling parts of the same story.
Themes
Through themes, sub-narratives are mapped to different target groups and their interests. Think about this as non-chronological chapters or sections in your magazine or as talking points around a dinner table with a diverse group of guests. By clearly defining themes, many entry points to the brand are exposed, and the threshold is lowered. There’s no end to the conversations we’re starting.
Content formats
Let’s not confuse formats with media channels, even though they are tightly connected. For example, you might get a lot of praise for a newsletter, although it is not the email itself that people care about. It’s more likely the sensibility in design, style of writing, curation, access, and insights you provide. A well-crafted content format (i.e., interviews, visual stories, essays, guides, news, opinion) is also easily adapted, versioned, and distributed across channels.
Amplification
To overcome the barrier of algorithms, there are three main knobs to turn on our metaphorical amplifier:
Collaboration — Invite thought leaders and tastemakers to create as far upstream as possible.
Urgency — What do people really need to know right now that would make their lives better?
Timing — Keep your ears to the ground – identify what’s on in the cultural fields and ride the wave.
It’s stories about our lives and aspirations that hook emotions. This is how we influence the collective set of beliefs, practices, and social dynamics that shape how our community perceives themselves and interacts with the world. Or simply put, create something to care about.
This is why brand strategy should be viewed and devised through an editorial approach. Subsequently, content formats are to be treated as cultural products (term courtesy of Ana Adjelic) and valued as core brand resources.
By adopting this mindset, brands now have a tangible path toward obtaining the soft power of trust and credibility. It is as good as money, because if you’ve got the cultural capital – you’ve got the sale.
ERIK OLOFSSON HAAVIKKO is the Creative Director of Scandinavian MIND and its agency operation.