The Paris Review - How Finland Rebranded Itself as a Literary Country - The

Here’s the thing about us Finns: we haven’t traditionally been very good at branding. In fact, seeing the brand-led global success stories originating from Sweden (IKEA, H&M, Spotify, Skype, Absolut Vodka, ABBA, Stieg Larsson, etc.), we’ve been overcome with jealousy.

The Paris Review - How Finland Rebranded Itself as a Literary Country - The