Klarna, the $2,5 billion fin tech company, is in the middle of a push into the consumer space. Customers might have noticed that Klarna recently unveiled a quirky new look and logo – designed to catch millennials attention: pink colors, splashed ice cream cones and Afghan Hounds.
David Sandström, CMO, has been instrumental in the transformation of the Swedish B2B company from a tech-driven to a consumer oriented as well as the rebranding into a personal-finance player. In an interview with online magazine BI Nordic, Sandström who says he always wanted to create a brand that defines a generation believes claims that “Focusing on pure product differentiation is not enough.” You need to create an emotional bond with consumers.
Prior to joining Klarna he was a partner and advisor for Bellbird, a new breed of communication agency that operates in the nexus of communication, marketing and business development. Before that he was the CEO for digital agency DDB with 200+employees.
David Sandström holds a master in Business and Administration from Stockholm School of Economics.