The X-factor: how to find what your brand is actually for

Friðrik founded brandr in 2006 after returning to Reykjavík from PhD work on branding strategy. He's an Associate Professor at the University of Iceland Business School and has spent the last two decades measuring and advising Icelandic brands — most of the names you'd recognise have, at some point, been on his desk.

He writes here roughly once a month, usually about brand strategy, occasionally about pricing, and once a year about whatever the BÍV jury found that surprised him.