Born in the USA? How does origin shape brand identity?

On Thursday October 24th, UP THERE, EVERYWHERE hosted a fascinating Branding Question Time session, diving into the powerful role that a brand’s place of origin plays in shaping global perception and market appeal.

From Apple’s California roots to IKEA’s Swedish heritage and Burberry’s British identity, the session unpacked how location adds depth, identity, and even a competitive edge to some of the world’s most iconic brands. Hear what went wrong when British Airways tried to change their brand identity. Our expert panel explored how deeply “Made In…” labels resonate with customers, influence business decisions, and impacts recruitment, tourism, and investment.

Charlotte Ungerth, Global Medical Marketing Director of RELIFE, the aesthetics brand of the Menarini Group in Italy, gave a short presentation on how RELIFE leveraged their Italian heritage and made their home city of Firenze central to their global brand re-launch.

Following this a panel of experts, including specialists in branding, marketing, and business, discussed the pros and cons of leveraging where you come from as part of your brand, marketing and identity. 

Stockholm-based British broadcaster and producer Maddy Savage, who has two decades of experience working for the BBC and other high-profile global media, was the moderator of the session. She put attendees questions to the panel in the seminar.

Curious? Fill out the form below for free access to replay and catch up on insights from some of the best in the industry. The seminar was held at UP THERE, EVERYWHERE's Global HQ in Stockholm, Sweden.

"A huge thank you to all the organizers for such a great event! It was a pleasure sharing the stage and panel discussions with such an esteemed group of skilled professionals "

- Charlotte Ungerth, Global Medical Marketing Director at RELIFE Menarini

What was the seminar about?

Hear from a panel of experts in branding, marketing, and communications as they share their experience in how brands leverage their heritage and place of origin to create and inform their brand on a global stage.

What is covered in the seminar film?

- Watch the presentation by Charlotte Ungerth, Global Medical Marketing Director at RELIFE Menarini on how they used their home city of Florence to help shape their global brand.

- Gain insights from an exclusive expert panel discussion

- Real-world brand examples

- Audience Q&A session

OK, I'm ready. What's next?

Sign up to access the recording of this seminar directly for free and gain fresh perspectives on the power of origin in branding.