Axel Hallin

Join us as we meet Axel Hallin – one of the newest members of the Consid family. What has his previous work experience been like? What made him join Consid? What does a Brand & AI Strategist do? Axel Hallin shares all this and more when we catch up with him at the Gothenburg office.

From Klarna to Consid – how did he end up here?

Three years ago, Axel Hallin started at Klarna. It began as a trainee program where he rotated through various roles. During his first rotation, he worked with Klarna’s global B2C marketing director, and in his second rotation, he helped expand Klarna into new markets.

– I’ve always been very interested in brand strategy; I even have a master’s degree in it. When I started at Klarna, my goal was always to work as a brand strategist there. After my trainee program and a lot of hard work, I joined the Brand team as a brand strategist. We worked on a major repositioning of the brand, which led to many exciting strategic branding projects such as Brand Positioning, Tone of Voice, Brand Architecture, Brand Implementation in Product, and much more.

During his last six months at Klarna, he experienced a significant change: an internal project led by the CEO.

– The project’s goal was to develop an internal AI bot that could generate a variety of outcomes, from pitch presentations to marketing materials. My specific role was to build a ‘Knowledge Graph’ that fed this AI, enabling it to understand and adapt to Klarna’s brand identity and values. Through this project, I realized the importance of brand development in relation to AI. As AI technologies continue to evolve and be utilized, the way they interpret and represent brands will increasingly impact brand equity.

This insight is what led him to Consid.

If the brand is not correctly aligned, it can weaken or misrepresent the brand's message. I believe that in all challenges, it is crucial to first understand the customers' customers. After that, you can ensure that everything you do, whether it's brand strategy or implementing AI solutions, genuinely adds value to their customers.

Axel Hallin, Brand & AI strategist på Consid.

Brand & AI Strategist

Axel Hallin will bring a unique combination of expertise that is crucial in today’s digital and AI-driven market. By optimizing the brand for AI, he ensures that the brand is strengthened and that the market position is improved. When it comes to the future of brand strategy and AI, Axel believes that the rapid development of AI may make it challenging for companies to keep up.

– There’s a risk of falling behind if new technologies are not adopted quickly enough.

Axel continues:

– I also think that data and privacy issues could be a significant challenge for many. As companies increasingly rely on AI to process large amounts of personal data, they may face substantial privacy and security concerns. Consumers are becoming more vigilant than ever about how their data is handled.

How Axel contributes to Consid

On a personal level, Axel says he wants to continue being challenged, learn new things, and have fun at work. When it comes to professional success, he focuses heavily on the clients.

– I believe the most important thing for achieving great results is to be ‘customer-obsessed’ and create real value for the customer. This is crucial for achieving good results because it ensures that every decision, from strategic planning to AI implementation, is made with the customer’s best interest in mind. By diving deep into data and research, I can understand the customer in the best possible way.

He concludes:

– I can also promise to bring great energy and high engagement—working with me is fun!

Want to discuss opportunities or ideas? Reach out to Axel.

Axel Hallin

Brand & AI Strategist

axel.hallin@consid.se

0761033529

Previous