@SWEDEN'S CITIZEN DRIVEN NATION BRANDING IS A GLOBAL SUCCESS

Five months ago Sweden went viral on the social web through its initiative Curators of Sweden. A new Swede takes over the country’s official Twitter account @sweden every week to share anything Swedish. 9,000 tweets and 31,400 mentions later in over 120 countries the initiative is regarded a global success and an innovative way to brand a nation.The notion behind this initiative is that one voice can’t represent Sweden or the Swedes themselves. It has been quoted to be “either insane or genius”, “like visiting a Swede’s mind” and “Great example of building a country’s brand” and more.