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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