Christian Biller

Christian Biller is a brand strategist at the Swedish Institute, where he plays a central role in shaping and coordinating Sweden’s international image. With more than 15 years of experience in place branding, Christian is currently leading the development of Sweden’s new national place brand strategy in a time of growing geopolitical complexity and global competition.

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In April 2024, the Swedish government tasked the Swedish Institute with coordinating all efforts related to international communication of Sweden. The mission: to increase global awareness of Sweden and promote a fact-based, positive image of the country—ultimately strengthening Swedish interests, competitiveness, and resilience against disinformation.

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In his talk, “Place Brand Sweden – Launching a New Strategy While Navigating the Global Climate,” Christian shares insights into this national effort. He will explore how the new strategy has been developed in close collaboration with more than 100 key actors across business, government, and civil society, and how it aims to unify Sweden’s story abroad—positioning the country as open, innovative, and trustworthy in a rapidly changing world.

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What are you looking most forward to at PLACEx?
 

"I missed last year’s PLACEx, so I’m very much looking forward to reconnecting with colleagues from near and far. I’m also excited to return to Uppsala — my former hometown — which I know is at its most beautiful in May. I strongly recommend a walk along Östra Ågatan and perhaps a stop at Güntherska for their excellent homemade ice cream."

 

What is the key topic of your talk?

"I will present Sweden’s newly launched nation brand strategy. My talk will reflect on what it means to launch a long-term positioning and proposition in the midst of global uncertainty — and why clarity, consistency, and conviction in what your brand stands for are more important than ever."

 

What are you most eager to discuss with the audience related to your talk?

"In its original sense, strategy is about winning. I’m curious to hear how Nordic actors are navigating the current environment and finding ways to boost their attractiveness. As a region, we have a unique value proposition — our stability, openness, and long-term thinking are becoming increasingly attractive. These are now among the most decisive factors in what makes a place appealing internationally."

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From your job/organisation's point of view, what do you see as the most interesting industry developments or trends here in 2025 when we talk about place attractiveness?

"I believe place branding professionals should be even more involved in shaping the strategic development of places. We bring data and insights about how people actually think about countries and cities. This knowledge is starting to gain traction in broader policymaking. Place attractiveness is now intertwined with some of the most crucial agendas of our time: competitiveness, green transition, and security. It’s time we step up and contribute more visibly."

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For the remainder of 2025, what do you see as the biggest challenge(s) for your place to be attractive to your main target audience?

"Sweden has a strong brand and often comes to mind in relevant contexts. But we can improve how we convert that interest into action — particularly when it comes to attracting international talent. We need to reduce friction, be present in the right channels, and simplify processes. We also see that tourism plays a vital role in shaping first impressions of Sweden. Given its impact on reputation, we would benefit from investing more in marketing Sweden as a destination."

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