The Fan Club’s Brand Strategist, Ulla-Karin became a board member of the Swedish communication’s association Komm, at the organization’s AGM in Stockholm on Friday.
The selection of Ulla-Karin came as a result of Komm’s new focus on entrepreneurship and leadership.
Ulla-Karin, who works a Brand Strategist and Account Director at The Fan Club, is in charge of the brand and strategic communication for clients such as Centerpartiet, Region Skåne, HD-Sydsvenskan, Picadeli, and Sparbanken Syd.
”My job is to find the core of why brands and organizations exist. What is their ultimate purpose? Why should the employees come to work? Why should the customers listen to them? I’m driven by the conviction that people don’t buy what the brand does, they buy why brands do what they do, says Ulla-Karin Barrett.
Simplicity and clarity are the two key words that guide her.
”There are so many words on so many documents that collect dust in so many drawers. If a company can’t explain its purpose in one sentence, how can you expect to engage your staff and clarify your offer towards your customers,” she continues.
Now that she has been elected to the board, Ulla-Karin would like to push for diversity as well as innovations to the communications business.
”I know that many clients feel the need for speed and more proactivity from the agencies. This means a whole new way of working, which also demands new business models. This opens up so many new possibilities for innovative agencies and clients.