Every year we are celebrating the new year with a New Year’s Reception – Our so-called Nytårskur. And each year we invite 3-4 inspirational speakers to share their thought and insights on a given topic. 

For the 2019 Nytårskur the overall topic is Identity, as the only true long-lasting competitive advantage. These days, Danish media is full of doomsday prophecies following Amazon’s announced arrival in the Scandinavian market – with promises of free delivery in just one hour. In the wake of this story, lots of ideas as to how business can survive are emerging. But what does it take? What gives your company a lasting competitive advantage? What do you, your brand or your company have that is proprietary? What is just yours, yours alone and cannot be copied? You have your identity – your brand. Meaning who you are, why you are here and how you do it uniquely. This asset can, if handled properly, be your everlasting competitive advantage.


17.00 – Arrival and champagne
17.45 – Welcome and introduction of todays topic – Anne-Mette Højland, CEO, IDna Group
18.00 – Søren Steffensen, CEO – Irma
18.20 – Camilla Blicher, Senior Category Director – Arla
18.40 – Jacob Mortensen, CEO – YouSee
19.00 – Anders Nikolaisen, CEO – Jensens Bøfhus
19.15 – Networking, food and champagne 


Søren Steffensen, CEO – Irma
For many Danes, Irma is a true love brand. And in 2018, Irma was even awarded Denmark’s most recommended company. Additionally, the Irma identity has many strong visual icons such as “Irma-pigen”, but how can Irma maintain their strong position while implementing a new strategy that entails shop closures and an update of the Irma as we know and love today?

Camilla Blicher, Senior Category Director – Arla
How do you build a strong identity and a brand across markets and categories? Arla is a brand which represents both products and a global corporation. But how do you work with a general positioning both globally and locally? And what does it take on those markets where generic communication doesn’t do the job?

JacobMortensen, CEO, YouSee
YouSee is facing an interesting challenge in strengthening and moving their brand’s identity and position in a shifting market space, while respecting their brandheritage. The YouSee brand must have a clear independent identity, even though the brand differentiate itself by curating content and services from other brands.

AndersNikolaisen, CEO, Jensens Bøfhus
Jensens Bøfhus has been through a number of upheavals – most recently a change of ownership and replacement of the management team. The new CEO, Anders Nikolaisen, has created solid results in the Vivaldi chain and has now been hand-picked by chairman Jesper Rosener. Anders wants to share his thoughts and insights on how he sees the way forward by looking back at the inherent values in the Jensen Bøfhus brand.

Practical details

Date & time: January 17th at 17-20
Place: Nikolaj Kunsthal, Nikolaj Plads 10, 1067 Copenhagen.

Want to attend Nytårskur 2019?
We send out personal invites each year. If you think we may have forgotten all about you, please send us an email at event@idnagroup.com.

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