#22 Malin Forkman – Chef kommunikationsutveckling, Systembolaget


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Systembolaget säljer alkohol, men vill samtidigt begränsa alkoholkonsumtionen. Hur bygger man ett starkt varumärke med en sådan paradox? Vi pratar med Malin Forkman, chef kommunikationsutveckling, om deras starka målbild som genomsyrar hela företaget, om den interna organisationen som är grunden till Systembolagets värderingar och hur deras kommunikation lyckas beröra gång på gång.

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