Jim JamesFounder, UnNoticed Ventures · Hi, what's on your mind? I'd love to know.

What Kånken teaches up about storytelling and word of mouth marketing

28 Jan 2026 · 1 min

Episode

28 Jan 2026 · 1 min

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This content was created by Jim James. This content was uploaded by Jim James. This is a podcast episode titled "What Kånken teaches up about storytelling and word of mouth marketing" (Speak PR), recorded October 6, 2020. A single host and PR practitioner with over 25 years' experience (including running an international PR company) uses the Swedish brand Fjällräven Kånken as a case study to explore storytelling and word-of-mouth marketing—describing how the brand became popular in his daughter’s school, noting the £85 price for the backpack, and concluding it appears to be a high-quality product.

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Hello and welcome to this episode of Speak pr. This is the podcast for anyone who has value locked up in their organization. They're just looking for cost effective and simple ways to share that. I've been running my own companies for over 25 years, including an international public relations company. So I'd like to share on this podcast insights and tools and technologies that I know will work. Today. I'm going to look at the brand FAL Raven as a little bit of a case study because we've just been convinced to buy one for our daughter. Now this is the Swedish brand of outdoor clothing and backpacks. I hadn't, to be honest, heard of the brand before, but it is the brand of choice in my daughter's school. So I thought I just have a look at what went behind this amazing word of mouth that got us to pay £85 for a school backpack. Actually, on results, it really looks like a very good piece of kit. So we're very happy with our Kanken backpack.