MEET THE INSTRUCTOR

Erik Modig, Ph.D.

Over the years, Erik has collaborated with a wide range of companies and organizations across different industries — from global brands to fast-growing startups — helping them translate insights from marketing science into measurable business results. Among the companies he has supported are:

Over the years, Erik has collaborated with a wide range of companies and organizations across different industries — from global brands to fast-growing startups — helping them translate insights from marketing science into measurable business results. Among the companies he has supported are:

Volvo, Samsung, SEB, Coop, BookBeat, Swedish Match, Vattenfall, Nordnet, Spendrups, SPP, Ving, Schibsted, Telia Company and Salvation Army.

Publications

Bang for the Buck (2017)

Bang For The Buck explores how to measure and compare the impact of sales and brand-building across channels, focusing on what they all have in common — the customer's brain.
Awarded the Swedish Marketing Federation's prestigious "Marketing Book of the Year" in 2017.

Kontroll (Control) (2015)

In this book, the reader is taken on a journey to the world's best communicators and their recipes for effective communication.

The book offers practical tips, lessons from 3,000 years of communication history, and a model for understanding and improving advertising, PR, rhetoric, and other disciplines.

Värdet av konst (The Value of Art) (2013)

The Value of Art compiles studies, reports, and interviews that reveal art's impact on individuals, businesses, and society.

Understanding Advertising Creativity (2012)

PhD thesis from Stockholm School of Economics examining how perceptions of creativity influence advertising effectiveness.

Erik's model for demonstrating value transformed our entire fundraising communication. Thanks to his insights and the Attention training, we increased our Christmas campaign by over 21% and are now 20% ahead of last year – in the middle of a recession. This has made an enormous difference to our ability to help people in Sweden every single day.
Leif Bergström
Head of communication and fundraising, Salvation Army