Who is Who
Michael Persson Gripkow
Founder, Strategist, and Senior Advisor in Place Branding - Michael Persson Gripkow is a globally recognized authority in place branding and destination strategy, renowned for transforming places into dynamic, competitive, and sustainable communities. With a legacy of leadership roles, including as Chief Officer Brand Sweden at Visit Sweden, Michael has been at the forefront of defining and executing innovative strategies that position places on the global stage.
During his tenure at Visit Sweden (2016–2021), Michael led the strategic development of Brand Sweden, driving initiatives that showcased Swedish design, gastronomy, and nature tourism to the world. His expertise in stakeholder collaboration and data-driven insights ensured that Sweden’s national brand became synonymous with innovation, sustainability, and cultural excellence.
Strategic Advisor
As the founder of “Mpege Place Branding”, Michael now partners with municipalities, regions, and investors to craft place branding strategies that deliver measurable impact. His work combines cutting-edge analysis with an intuitive understanding of community identity, fostering economic growth, attracting talent, and enhancing local pride.
Michael’s thought leadership extends into education and collaboration. He founded Place Branding Executives, a high-level network for senior professionals in real estate, tourism, and municipal leadership. He is also the Course Principal for Place Branding at Berghs School of Communication, shaping the next generation of place branding professionals.
Michael is a member of the Who's Who of Place Branding Impact Makers and an active contributor to TPBO's expert panel.
Keynote Speaker
Michael Persson Gripkow is a sought-after keynote speaker on place branding, destination strategy, and community identity. With a career at the intersection of nation branding, tourism development, and strategic communication, Michael captivates audiences worldwide with his expertise, insights, and engaging storytelling.
Michael has delivered keynote speeches and participated in panels at events across Europe, North America, and Australia. His presentations are tailored to each audience, drawing on real-world examples and practical strategies from his extensive experience leading major Swedish international brands (including Brand Sweden) and consulting on place branding initiatives globally.
Speaking Topics
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Place Brands in Crisis – How Do They Recover?
A deep dive into how places can rebuild their reputation after crises such as natural disasters, political turmoil, or economic downturns. Michael shares proven strategies and real-world examples of resilience and recovery. -
Public and Private Sector – A Place Branding Powerhouse
Explore how partnerships between the private sector and place branding initiatives can unlock new opportunities for investment, growth, and mutual success. -
Place Branding Meets Product Branding – A Win-Win Strategy
Discover the synergies between place branding and product branding, and how cooperation can create stronger, more competitive identities for both places and brands.
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Nation Branding Sweden – A Success Story
An insider’s perspective on Sweden’s journey to becoming one of the world’s most admired and trusted nations. Michael shares lessons learned from spearheading Brand Sweden’s strategy and initiatives. -
From Identity to Impact – Building Authentic Place Brands
A compelling talk on how places can uncover and articulate their unique identity to attract visitors, residents, and investments, while fostering local pride and community engagement. -
Storytelling for Places – Crafting Narratives That Resonate
A practical session on the power of storytelling to build emotional connections with audiences, supported by inspiring examples from Michael’s work with cities, regions, and nations.