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A book for those ready to rethink how brands are built: offering a proven process for creating distinctive, resonant brands.
A book for those ready to rethink how brands are built: offering a proven process for creating distinctive, resonant brands.
Erik Herrström’s first book introduces a proven framework for building brands that don’t chase relevance, but create it. Written for designers, creatives and marketers, the book offers a practical path from insight to identity to impact, with tools readers can apply immediately. Erik shares personal anecdotes about his work: what held up, what failed and what he learned the hard way. He’s also joined by 18 industry leaders across music, tech and entertainment who contributed their insights specifically for this book.
Erik Herrström’s first book introduces a proven framework for building brands that don’t chase relevance, but create it. Written for designers, creatives and marketers, the book offers a practical path from insight to identity to impact, with tools readers can apply immediately. Erik shares personal anecdotes about his work: what held up, what failed and what he learned the hard way. He’s also joined by 18 industry leaders across music, tech and entertainment who contributed their insights specifically for this book.
Erik Herrström’s first book introduces a proven framework for building brands that don’t chase relevance, but create it. Written for designers, creatives and marketers, the book offers a practical path from insight to identity to impact, with tools readers can apply immediately. Erik shares personal anecdotes about his work: what held up, what failed and what he learned the hard way. He’s also joined by 18 industry leaders across music, tech and entertainment who contributed their insights specifically for this book.
Culture rewards those who take risks, not those who play it safe.
If we get stuck in our ways, we risk becoming irrelevant.
Culture rewards those who take risks, not those who play it safe. If we get stuck in our ways, we risk becoming irrelevant.
Culture rewards those who take risks, not those who play it safe.
If we get stuck in our ways, we risk becoming irrelevant.
CONTRIBUTORS FROM
Why This Book Matters
This practical guide from Erik Herrström introduces a proven framework for building brands that resonate, shape culture, and drive lasting growth. In this book you'll learn…
01
A new way to build brands that don’t blend in
Learn how to move beyond reference-driven design and trend-following to create brands that are truly distinct and culturally relevant.
02
A practical framework for turning insight into identity
Discover how to use THE ECHO™ to go from audience understanding and cultural research to strategy, verbal, visual identities, and ultimately, impact.
03
Clear next steps for creating work that actually makes an impact
Walk away with tools, questions, and approaches you can use immediately to shape brands that people notice, engage with, and advocate for.
04
A deeper understanding of how brands earn trust and relevance
See how the most successful brands in music, tech, and entertainment build meaning, not just awareness, and how you can apply the same thinking.
05
Real-world examples from leading brands and creators
Gain firsthand knowledge from Erik’s work with brands like Spotify, Discord, Ray-Ban Meta, and Sony Music, alongside perspectives from global creatives, founders, and marketers.
Why This Book Matters
This practical guide from Erik Herrström introduces a proven framework for building brands that resonate, shape culture, and drive lasting growth. In this book you'll learn…
01
A new way to build brands that don’t blend in
Learn how to move beyond reference-driven design and trend-following to create brands that are truly distinct and culturally relevant.
02
A practical framework for turning insight into identity
Discover how to use THE ECHO™ to go from audience understanding and cultural research to strategy, verbal, visual identities, and ultimately, impact.
03
Clear next steps for creating work that actually makes an impact
Walk away with tools, questions, and approaches you can use immediately to shape brands that people notice, engage with, and advocate for.
04
A deeper understanding of how brands earn trust and relevance
See how the most successful brands in music, tech, and entertainment build meaning, not just awareness, and how you can apply the same thinking.
05
Real-world examples from leading brands and creators
Gain firsthand knowledge from Erik’s work with brands like Spotify, Discord, Ray-Ban Meta, and Sony Music, alongside perspectives from global creatives, founders, and marketers.
Why This Book Matters
This practical guide from Erik Herrström introduces a proven framework for building brands that resonate, shape culture, and drive lasting growth. In this book you'll learn…
01
A new way to build brands that don’t blend in
Learn how to move beyond reference-driven design and trend-following to create brands that are truly distinct and culturally relevant.
02
A practical framework for turning insight into identity
Discover how to use THE ECHO™ to go from audience understanding and cultural research to strategy, verbal, visual identities, and ultimately, impact.
03
Clear next steps for creating work that actually makes an impact
Walk away with tools, questions, and approaches you can use immediately to shape brands that people notice, engage with, and advocate for.
04
A deeper understanding of how brands earn trust and relevance
See how the most successful brands in music, tech, and entertainment build meaning, not just awareness, and how you can apply the same thinking.
05
Real-world examples from leading brands and creators
Gain firsthand knowledge from Erik’s work with brands like Spotify, Discord, Ray-Ban Meta, and Sony Music, alongside perspectives from global creatives, founders, and marketers.
“I would absolutely recommend this book to colleagues & friends, particularly those in branding and the creative business.”
Anne-Juliane
Creative Consultant
Testimonials
“This was a truly enjoyable and insightful read. As someone who has a small trove of craft books that I reference with frequency, I can easily imagine anyone developing a brand would do the same with THE ECHO.”
Molly
“It’s a strong piece of work - like an instruction manual meets a Ted talk with some case studies mixed in for good measure.”
Matt
About the Author
Erik Herrström is a graphic designer and creative director known for creating brands at the intersection of music, tech and entertainment. He is the founder of STUDIO HERRSTRÖM, a European branding studio that partners with those shaping the next era of culture.
Originally from Sweden, Erik brings over 20 years of experience building brands and leads the creative team at STUDIO HERRSTRÖM. He previously served as Brand Design Director at Spotify, and his work spans global brands such as Discord, Nike, Ray-Ban, Beats, Samsung, YouTube, and Meta, as well as artists including Whitney Houston and Elvis Presley. His projects have earned over 130 industry awards and have been featured in Forbes, Wired, and Billboard.
Now based in Vienna, Erik is driven by a desire to create the next big thing in culture—and to share inspiration and resources with fellow leaders and creatives pursuing the same. THE ECHO is his first book: a reflection and extension of that practice.
Now based in Vienna, Erik is driven by a desire to create the next big thing in culture—and to share inspiration and resources with fellow leaders and creatives pursuing the same. THE ECHO is his first book: a reflection and extension of that practice.
About the Author
Erik Herrström is a graphic designer and creative director known for creating brands at the intersection of music, tech and entertainment. He is the founder of STUDIO HERRSTRÖM, a European branding studio that partners with those shaping the next era of culture.
Originally from Sweden, Erik brings over 20 years of experience building brands and leads the creative team at STUDIO HERRSTRÖM. He previously served as Brand Design Director at Spotify, and his work spans global brands such as Discord, Nike, Ray-Ban, Beats, Samsung, YouTube, and Meta, as well as artists including Whitney Houston and Elvis Presley. His projects have earned over 130 industry awards and have been featured in Forbes, Wired, and Billboard.
Now based in Vienna, Erik is driven by a desire to create the next big thing in culture—and to share inspiration and resources with fellow leaders and creatives pursuing the same. THE ECHO is his first book: a reflection and extension of that practice.
Now based in Vienna, Erik is driven by a desire to create the next big thing in culture—and to share inspiration and resources with fellow leaders and creatives pursuing the same. THE ECHO is his first book: a reflection and extension of that practice.
THE ECHO Continues
Will you be part of the next conversation?
After speaking to leaders at Nothing, Boiler Room, Marshall, Universal Music, Native Instruments and more, I’m continuing a series with the people shaping what’s next in music, tech, and culture. If you’re building a brand that deserves to be heard, let’s talk.
Brand Signal Check
A 3-minute, 13-question assessment to reveal the gaps in your brand. Free and anonymous to take with instant results to see if your brand has a Faint Signal, Forming Signal, or Full Force Signal.
THE ECHO Continues
Will you be part of the next conversation?
After speaking to leaders at Nothing, Boiler Room, Marshall, Universal Music, Native Instruments and more, I’m continuing a series with the people shaping what’s next in music, tech, and culture. If you’re building a brand that deserves to be heard, let’s talk.
Brand Signal Check
A 3-minute, 13-question assessment to reveal the gaps in your brand. Free and anonymous to take with instant results to see if your brand has a Faint Signal, Forming Signal, or Full Force Signal.
THE ECHO Continues
Will you be part of the next conversation?
After speaking to leaders at Nothing, Boiler Room, Marshall, Universal Music, Native Instruments and more, I’m continuing a series with the people shaping what’s next in music, tech, and culture. If you’re building a brand that deserves to be heard, let’s talk.
Brand Signal Check
A 3-minute, 13-question assessment to reveal the gaps in your brand. Free and anonymous to take with instant results to see if your brand has a Faint Signal, Forming Signal, or Full Force Signal.