Brand Rebels for Good

Founder Brand Rebels for Good | Executive Coach | Speaker | LinkedIn Top Voice

Helping creative leaders master brand strategy and lead with confidence.
30 years of business, brand, and marketing leadership.

Founder and Brand Strategist

The Futur

In 2020-2023 I was was a subject matter expert in Brand strategy for The Futur Pro group- facilitating workshop and teaching. 

- 1:1 Coach The Futur
- Subject matter expert- Brand Strategy
- Brand Coach- Futur Pro Group
- Coaching calls for the Futur Pro Group every Monday.
- Co-producer Futur Euro Tour 2023

Brand Strategy Coach

Author to Brand Strategy Fundamentals. One of the best-seller courses who helped thousands of creatives learn Brand Strategy.

Author Brand Strategy Fundamentals

Foodloopz Sweden AB

Advisory Board Member

Happy Islands

Branding agency on a mission to create sustainable brands. We help companies grow brands with small environmental footprints. We offer creative dream teams to solve your creative challenges. I also teach and coach start-ups with sustainable business ideas for the EU-project Matlust. 
Example of clients we have done work for: Lantmännen. LIDL, Svenskt Sigill. Svenskt kött, Forestry Expo w/ Volvo, Caterpillar, John Deere and others. I also have been coaching and teaching around 70 start-ups during the last 7 years.

Founder & Brand Strategist

Lidl Sverige

Consultant & advisors to Director of Sustainability. Project manager for Lidl Future Initiative 2019. I day/week Feb-May, 3 days/week June-Nov

Sustainability strategist

Lantmännen

In this role I was responsible for developing the Corporate Brand Lantmännen. That included:

- Brand strategy and implementation of endorser strategy for 4 prioritizes Product brands; Kungsörnen, GoGreen, Korvbrödsbagarn, Gooh

- Brand marketing communication: TV-advertising campaigns, TV program sponsring, Advertising campaign, Digital marketing, In store marketing and campaigns

- Design strategy packaging

- Employer branding

- Retail marketing strategy

Awards: 

- # 1 Sustainable Brand Index- voted by Swedish people.
Best Sustainability brand in Sweden-
2014 and 2017 

- Signum Branding award

Brand & Marketing Manager Corporate Brand/CMO

I was responsible for the development and implementation of Lantmännen's brand and visual identity throughout the corporate organisation. 
From Brand identity manual to all touchppoints and retail. 
Part of the role is also internal advice and support within brand and design to companies and product brands within the Group, such as Axa, Go green, Gooh and Agrol.

Manager Corporate Brand Identity & Design/ CBO

Cayenne design AB

Founder, co-owne and Brand & Marketing strategist at Cayenne design. Our services:
- Brand strategy
- Brand Identity
- Marketing strategy
- Concept development

Brand Strategist and founder

Jefferson communication

Advertising agency with about 20 employees and clients like Telia, Polisförbundet och Etix fonder. I did  national campaigns for Telia and an internal web for Svenska polisförbundet (The Swedish police organisation)

Project Manager

Rikta

Strategic and tactical PR assignments at Rikta's department for market PR for B2C. The agency was one of the 90s leading PR agencies. I worked with clients like Coca-Cola, Levi's , Polaroid, Hasbro and others.

Public Relations Consultant

Spray

Darling magazine was the 90's revolt against Veckor-Revyn and other beauty magazines. drrling.se was an iconic fanzine that Spray wanted to make a magazine out of. Sales manager for the magazine for both the digital magazine and the paper magazine, where I had the budget responsibility for all advertising revenue.

Sales manager the magazine Darling

I help creative leaders and mission-driven brands turn strategy into a force for good.

I'm not putting green lipstick on a pig. 
I’m here to help you solve the real problem and lead change through bold, purpose-led branding.

I work with founders, marketing teams, and creatives who care deeply about the work they do. Whether you’re building something new or trying to shift a legacy brand, I bring structure, clarity, and courage to the process.

Together, we build brands that stand for something, and move people to act.

I’ve spent the past 20 years leading strategy for everything from global brands to food startups, energy companies, and EU-funded innovation projects. I do work from strategy to creative campaigns- all grounded in business strategy.

What I offer:

- Strategic brand consulting for companies that want to grow with purpose and make a dent in the world.

- Workshops and sprints that unlock alignment, clarity, and action

- Executive coaching for creative leaders stepping into their voice

- Team training for agencies and marketing teams who want to level up their strategic skills. 

- Keynotes and talks on brand leadership, sustainability branding, and how to go from creative order-taker to change-maker.

Who I work with:
The rebels, the rethinkers, the reimaginers.
Founders, creatives, and leaders who are done doing things the old way and ready to build brands that actually make a difference.

If that’s you, we should talk.🩷

www.annelihansson.com

Anneli Hansson

Black Friday is everywhere right now. It's the biggest short term sales moment of the year.

And yes, it can drive a lot of revenue fast. But I think this is the perfect moment to pause and ask a bigger question:
What does this do to your brand long term?

Because discounts will give you a spike. They will also train your customers to only buy when you run a sale. I see some product have a sales for 80 %. It makes me question if the product is over priced. 

And if you are not careful, you end up building a brand that depends on urgency and price instead of meaning and value.

There is nothing wrong with running a Black Friday offer.
But there is a huge difference between a strategy and a reaction.

A strategy is when your offer fits your brand story, your pricing architecture, and your long term customer relationship.
A reaction is when you drop your price simply because everyone else is doing it.

Black Friday is a good reminder that every short term decision has a long term effect.
Do your discounts strengthen your brand or weaken it? 
Do they build trust or undermine it? 
Do they align with your positioning or contradict it?
I think I know the answer. 

My course Brand Strategy Fundamentals with The Futur is on a 25 % sales with all of their products. I support that because I know we have many followers in developing countries that save money to buy during this week.

So if you run a Black Friday deal, do it with intention.
If you do not, that can also be a powerful brand choice.

Let your brand lead, not the calendar.

What are your thoughts on Black Friday?

Brand Leadership Strategist and Executive Coach | Speaker on Brand Led Marketing and Purpose Driven Growth | Advisor to Creative and Marketing Leaders

 Brand vs sales

People like to buy.
They don’t like to be sold to.

And they are way smarter than we give them credit for.

Most people create content as if their audience can't smell the sales pitch from miles away.  
But content is not advertising.

Today our Brand Rebels for Good community starts our 30 day content challenge.🥳
It is not about likes or perfection.
It is about voice, visibility and courage.

Everyone who posts for 30 days wins a one-on-one coaching session with me.
Value 750 euro.

Swipe the carousel to see the why and what behind the challenge.

Let's begin my dear Rebels! 🥳

#brandrebelsforgood

Speaker on Human Branding in Today’s AI Driven World | Brand Strategist | Creative Leadership Coach

Content is branding

What The Duck Workshops

𝗗𝗲𝘀𝗶𝗴𝗻 𝗮𝗻𝗱 𝗳𝗮𝗰𝗶𝗹𝗶𝘁𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝘄𝗼𝗿𝗸𝘀𝗵𝗼𝗽𝘀 𝘂𝘀𝗶𝗻𝗴 𝘁𝗵𝗲 𝗟𝗘𝗚𝗢® 𝗦𝗘𝗥𝗜𝗢𝗨𝗦 𝗣𝗟𝗔𝗬® 𝗺𝗲𝘁𝗵𝗼𝗱.
𝗪𝗶𝘁𝗵 𝗟𝗦𝗣 𝗜 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽 𝘆𝗼𝘂 𝘄𝗶𝘁𝗵:
- Creative Strategy
- Team buildings
- Ideas generation
- Cross-teams collaboration

CHIEF DUCK 🦆

Rovio Entertainment Corporation

Creative strategy and transmedia content 𝗳𝗼𝗿 𝗔𝗻𝗴𝗿𝘆 𝗕𝗶𝗿𝗱𝘀.
𝗜𝗻 𝘁𝗵𝗶𝘀 𝗿𝗼𝗹𝗲 𝗜 𝗮𝗺 𝗮𝗹𝘀𝗼 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗲  𝗗𝗘𝗜 𝗮𝗻𝗱 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗲𝗮𝗺 

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
- First ever Angry Birds 3D billboard in NYC Times Square
- 25M+ organic reach with the 2023 Pride campaign (including posts going viral on thePinkNews.com)
- Created the very first non-binary Angry Bird as part of the pride campaign.
- Successfull roll out of a partnership with Earthday.org that included a cross game execution as well as a full on SoMe campaign and also a NYC Times Square billboard!

Creative director and strategist

SYBO

Creative strategies for organic content to drive discoverability of the 𝘄𝗼𝗿𝗹𝗱’𝘀 𝗺𝗼𝘀𝘁 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱𝗲𝗱 𝗺𝗼𝗯𝗶𝗹𝗲 𝗴𝗮𝗺𝗲, 𝗦𝘂𝗯𝘄𝗮𝘆 𝗦𝘂𝗿𝗳𝗲𝗿𝘀
- Part of the marketing Leadership Team
- Set Creative strategy for all content (ASO, UA, new game launches, partnerships, new features, live ops promo, store assets), product launches and brand marketing campaigns
- Managed the creative marketing team (2 video creatives, 2 graphic designers, 1 creative lead and 1 producer).


𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
-  I set the creative strategy for the 10th anniversary campaign, leading to a 3x increase in revenue.
- Launched 2 new games, setting creative strategies and GTM plans for all launch stages
- Launched a new Subway Surfers update campaign every 3 weeks: 1 trailer, 50+ graphic assets, and new store assets
- Helped growing organically SoMe channels with new creative strategies (IG grew from 50K to 2M followers)

Creative Director and strategist

King

Creative strategies for the content of King's main titles: Candy Crush and Farm Heroes.

 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝗽𝗹𝗮𝘆𝗲𝗿 𝗱𝗮𝘁𝗮 𝗮𝗻𝗱 𝗵𝘂𝗺𝗮𝗻 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝘁𝗼 𝗲𝗻𝘁𝗲𝗿𝘁𝗮𝗶𝗻 𝗞𝗶𝗻𝗴’𝘀 𝗽𝗹𝗮𝘆𝗲𝗿𝘀.

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
- Farm Heroes Escape to the Country campaign generated a +32% increase in organic social media reach
- Created a 360 strategic framework and process for the Marketing organisation
- Candy Crush Mr Toffee’s campaign achieved +1611.9% organic reach on social media!

Strategist / art director

IKEA Group

𝗜𝗻 𝘁𝗵𝗶𝘀 𝗰𝗼𝗻𝗰𝗲𝗽𝘁𝘂𝗮𝗹 𝗿𝗼𝗹𝗲, 𝗜 𝗰𝗿𝗮𝗳𝘁𝗲𝗱 𝗴𝗹𝗼𝗯𝗮𝗹 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗰𝗼𝗻𝗰𝗲𝗽𝘁𝘀 𝗳𝗼𝗿 𝗜𝗞𝗘𝗔’𝘀 𝗲-𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀. 𝗧𝗵𝗶𝘀 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗶𝗻𝘃𝗼𝗹𝘃𝗲𝗱 𝘀𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗰𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻 𝘄𝗶𝘁𝗵 𝘃𝗮𝗿𝗶𝗼𝘂𝘀 𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝘀, 𝗳𝗿𝗼𝗺 𝗶𝗻𝘁𝗲𝗿𝗶𝗼𝗿 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗿𝘀 𝘁𝗼 𝗽𝗵𝗼𝘁𝗼𝗴𝗿𝗮𝗽𝗵𝗲𝗿𝘀 𝗮𝗻𝗱 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝗼𝗻 𝗺𝗮𝗻𝗮𝗴𝗲𝗿𝘀.

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
- New Images TOV (adding more emotions into IKEA’s product images)
- Created over 500 images using the brand-new TOV

Senior Art Director

LEGO Group

This role stands out as one of my most creatively fulfilling experiences. It provided me with valuable insights into navigating new markets and planning the successful launch of global campaigns while adapting to local nuances. Within this capacity, I focused on activations and 360 strategic campaigns tailored for the APAC markets, placing a special emphasis on digital and
social activations. 

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:
- My First LEGO campaign (TTL, Activation, eCommerce and events) increased the conversion
in-store/online from 20% to 36% on emerging Asia markets

Art Director - APAC

Engaging in Activations and crafting 360 strategic campaigns for the EMEA markets, I placed a keen focus on digital and social activations. Contributing to global campaigns like Easter and Christmas, I played a role in the entire process—from conceptualization and development to the seamless rollout across different regions.

𝗔𝗖𝗛𝗜𝗘𝗩𝗘𝗠𝗘𝗡𝗧𝗦:

- Successfully deployed the LEGO Easter activation mechanic in 569 Tesco Stores and 354 Sainsbury's Stores in the UK, showcasing excellent in-store execution achieved through direct and effective communication with retail partners.

- The LEGO Easter campaign proved instrumental in not only attracting new LEGO Shoppers but also capturing the attention of new toy category shoppers. Impressively, 54% of shoppers who purchased a LEGO SKU were new to the LEGO brand, with 50% being newcomers to the toy category overall.

Art Director - EMEA

ZOORIT

In this creative role I immersed myself in advertising campaigns, Shopper marketing initiatives, and branding projects tailored for the Reunion Island market. Collaborating with great clients such as EDF, Orangina, Diageo, and Schweppes, I navigated the unique dynamics of this market. Noteworthy Achievements: Operating in a French-speaking region provided me with the invaluable opportunity to enhance my language proficiency while gaining deep insights into a new market and its
dynamic landscape.

Once Upon A Time Marketing

I have driven  360 integrated campaigns and shopper’s marketing initiatives for the home entertainment industry and the beauty sector. Notable clients in my portfolio included Disney, Warner Bros, Estee Lauder, Kenzo, Russian Standard Vodka and HMV.
Key Achievements: The HMV Decades campaign won the prestigious BVA Best Retail Marketing Campaign of 2014 in the UK. This groundbreaking initiative expanded beyond its film-centric focus, incorporating additional categories such as music and merchandise. The curated promotion, requiring no special SKUs, resulted in a remarkable 67% uplift in catalogue sales over a six-week period.

Creo

On this role I focused on shopper marketing and activation campaigns spanning FMCG, Entertainment, and the beauty sector, I collaborated with great clients such as Reckitt Benckiser (Durex, Air Wick, Vanish), Universal, 20th Century Fox, SEGA, and COTY. 
Key Achievements: Instrumental in securing the Reckitt Benckiser account through a compelling creative pitch. Subsequently, I assumed the role of lead creative and brand guardian, overseeing all work produced for RB (Durex, Cillit Bang, Vanish, E45, AirWick, Nurofen).

Senior Creative

Kinetic MCD

in this role, I specialized in packaging design for the toys and games industry, collaborating with great clients including Disney, Ravensburger, and Hasbro. Responsibilities encompassed not only the design of  eye catching packaging but also overseeing projects from early conceptual stages to production. Additionally, a crucial aspect of the role involved crafting brand style guides for clients.

senior designer

🌟 20+ Years of Creative Strategies That Sell and Drive Growth

With over two decades of experience, I’ve helped some of the world’s most iconic brands create unforgettable stories and turn them into profitable, strategic campaigns that drive growth. I focus on transforming bold ideas into impactful campaigns by leveraging consumer insights to create emotional pieces of communication.

My secret weapon? Bold leadership, boundless creativity, and the belief that kindness isn’t just nice—it’s the key to high-performing teams. I thrive on collaboration, empowering others, and driving creativity that not only connects but also makes a real difference.

When I’m not creating impactful strategies, you’ll find me chasing my goal of visiting every country in the world (currently at #98!), embracing all things '90s, and living in technicolor. I also run WHAT THE DUCK!, where I facilitate LEGO SERIOUS PLAY workshops across Europe.

Ready to build something extraordinary? Reach out and let’s make it happen.

#CreativeDirector #CreativeStrategy  #Marketing #Leadership #LEGOseriousplay #Gaming #BrandStrategy

taplio

The Battle

Anneli Hansson

Giorgio Giussani

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The Battle

Anneli Hansson

Giorgio Giussani

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Anneli Hansson's LinkedIn Performance

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