Tracing the Nordic brand.
Paradoxically, in order to see ourselves collectively as Nordic, we need to go further afield. Once out in the big wide world, we’re all on the same team as Zlatan, we’ve all invented the seatbelt and founded the UN. So when the Nordic countries collaborate to brand the Nordics, it’s not about Swedish shoes or Norwegian fells. It’s more about places in the world where you can find Nordic influence. See the first examples here.