On the latest episode of Everything is Fintech, recorded live at Money20/20 Europe, hosts Zach Anderson Pettet and Mickey Tesfaye sit down with David Sandstrom, the visionary CMO behind Klarna's distinctive brand identity.
Sandstrom reveals how Klarna deliberately broke away from traditional financial marketing, rejecting the "blue, boring, male, suited-up" aesthetic that dominates banking, to create something that resonates emotionally with consumers.
With refreshing honesty, he discusses the philosophy that beauty and aesthetics are fundamental to building consumer trust and loyalty, even in the seemingly mundane world of payments.
From Klarna's journey from Swedish startup to global financial powerhouse, to their strategic partnerships with Snoop Dogg and bold Super Bowl campaigns to establish American credibility, Sandstrom shares insights on how the company transformed the act of "splitting a payment in four" into a cultural phenomenon embraced by over 100 million users worldwide.
You don't want to miss this!
Klarna: https://www.klarna.com/us/
Follow David: https://www.linkedin.com/in/davidsandstrom
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