Inside the Creator Economy

In this episode of Inside the Creator Economy, we're joined by Vendela Grahn, Head of Brand at Redhead Snacks, for a conversation that challenges how brands think about social media, creativity and cultural relevance. 

Redhead may be a snack brand, but it operates just as much like a content company. And behind its distinctive approach is a team that doesn't just follow internet culture. They're part of it. 

Vendela shares how growing up in fandoms and online communities shaped her approach to marketing, why understanding a platform's language goes far beyond following trends, and why some of the most valuable creative talent might never have studied marketing at all. 

We also explore how Redhead is building an identity beyond its famous founder, Mauri Hermundsson, why brands aren't always welcome in online conversations, and what happened when a team that's deeply skeptical of AI decided to experiment with AI-generated content. 

From hiring fangirls to questioning traditional content calendars, this episode offers a different perspective on what it really takes to build a brand that belongs in internet culture. 

We also get into: 

Why Redhead treats its chips as props, not the main event 

How Mauri went from every TikTok to every fifth 

Why HBO is hiring fan editors 

How trends travel from X to TikTok, Reels and Facebook 

Why Redhead ditched rigid content calendars for daily trend check-ins

What happens when the things that once gave your brand a competitive edge become available to everyone? 

In this episode, we sit down with Victor Halvarsson, founder and CEO of VANBRUUN, to explore how a digital-first jewellery brand evolved into something much harder to replicate - a modern luxury experience built around taste, hospitality and human connection. 

VANBRUUN started by selling engagement rings online, competing on price and efficiency. Thirteen years later, the thinking has shifted. As AI makes content, technology and digital experiences easier to copy, the brand is doubling down on the things that don't scale: the physical spaces, the smallest details, the feeling you get when you walk through the door. 

We get into what that looks like in practice - from building desirability without a hundred years of heritage, to why the hardest things to scale might become the biggest competitive advantage. 

We also explore: 

Why competing on price and efficiency wasn't enough to build the brand Victor wanted 

What hospitality can teach us about modern brand building 

Where VANBRUUN uses AI, and where it deliberately doesn't 

Why the things that are hardest to scale might become the biggest competitive advantage

What if the biggest creator marketing shifts of 2027 have very little to do with the next platform, format or viral trend? 

In this episode, Sanna Ödmark and Frida Ekholm look beyond the usual trend predictions to unpack the bigger changes reshaping creator marketing - and marketing itself. 

Creator marketing is moving closer to the core of how brands build relevance, creativity and growth. At the same time, AI is making content faster and cheaper to produce, raising the bar for what actually earns attention. And as social platforms become more participatory again, the role of creators is evolving far beyond simply producing and distributing content. 

We get into what these shifts mean in practice: from why creator marketing might start to disappear as a separate channel, to bringing creator expertise further upstream, building creative frameworks that work at scale, and understanding why more content doesn't necessarily mean more impact. 

We also explore: 

Why creator marketing is becoming increasingly integrated into marketing itself 

What “creator-first” actually means, and why it doesn't mean handing creators the strategy 

Why AI makes human judgment, creativity and distinctiveness more valuable 

How brands can balance creative freedom with strategic direction 

Why social is becoming social again, and what the shift from broadcasting to participation means for brands

What does it actually take to turn a brand around, in a category where standing out is anything but easy? 

In this episode, we sit down with Teresa Hedlund, Head of Brand & Marketing  at Telenor Sweden, to unpack the transformation the brand has been through over the past few years. 

Telecom is one of the most competitive, and arguably least differentiated, categories out there. For Telenor, creating change has meant rethinking not only how the brand shows up, but how the marketing organisation behind it works. 

We get into the decisions behind that transformation: from making sharper choices and challenging established ways of working, to creating an organisation that can move faster and deliver more impact. Teresa also shares what she has learned about leading through change, bringing people with you, and building a stronger, more distinctive brand. 

We also explore: 

How to create meaningful differentiation in a highly competitive category  

Why real transformation goes beyond marketing  

What it takes to make tough decisions while bringing people with you  

How sharper priorities can create more impact  

The role of leadership in taking a brand through transformation

We're back with season 12! In this episode of Inside the Creator Economy, we sit down with Patrick Axzell, CEO of BUBS and Orkla Snacks Sweden. 

Most brands spend years trying to create demand. BUBS suddenly had the opposite problem. As Swedish Candy exploded on social media, demand grew to 14 times what the company could produce – and content around BUBS went on to generate 9 billion views on TikTok. 

In this conversation, we get into what actually happens when the internet chooses your brand: how BUBS responded when demand took off faster than the business could keep up, why letting go of control became part of the strategy, and what it takes to turn viral momentum into long-term brand and business growth. We also talk about why speed can matter more than perfection, how BUBS lets consumers and creators shape the brand, and what Patrik has learned about leading through unexpected growth. 

We also explore: 

What happens behind the scenes when demand suddenly exceeds supply  

Why BUBS built its brand playbook by listening to consumers, rather than starting with an agency  

How to let consumers and creators shape a brand without losing what makes it distinctive  

Why the BUBS concept store became one of the brand’s most valuable marketing platforms  

How to turn a cultural moment into something much bigger than a viral hit