Stockholm The Capital of Scandinavia creator, Julian Stubbs, to be speaker at Almedalen event

Julian Stubbs, the brand creator behind Stockholm The Capital of Scandinavia, is to be a guest speaker at the Stadskamp och regionutveckling event organized by Fastighetsägarna at Almedalen.

Julian Stubbs is an English brand strategist and writer and the person behind the branding of Stockholm as The Capital of Scandinavia. 

'Some people are sometimes surprised that it was actually an Englishman and not a Swede behind the creation of the Stockholm branding' Stubbs said. He continued 'However I think it's sometimes important to take a fresh perspective when working with such questions and for me as a non Swede it was always pretty straightforward - Stockholm is simply the most important place in Scandinavia for business investment and for tourism - period.'

Apart from Stockholm Stubbs has also worked with the branding of Arlanda Airport, Airport City Stockholm, Sigtuna as well as a new community development by NCC called Norra Sigtunastad.

Stubbs is also the author of the book Wish You Were Here, which covers The Branding of Stockholm and Destinations. The book looks at the key elements in developing a successful destination branding programme and it gives various insights into the thinking behind branding Stockholm as The Capital of Scandinavia.

The book looks at examples from around the world, such as New York, Liverpool, Barcelona, The Ice Hotel, Hollywood and more, and examines the similarities with the branding of consumer products as well as the major differences and challenges in branding a place or destination. 

The Stadskamp och regionutveckling event is to be held on Tuesday 3rd July between 13:45 - 15:15 and is being held at Björkanderska, Skeppsbron.