Dare to make enemies and gain fans - Freddie Öst & Erik Kockrum (Snask)

Radim is joined by Freddie and Erik from SNASK — the Stockholm-based studio that has spent nearly two decades building one of the most distinctive, daring creative brands on the planet. ~ What begins as a conversation about music, inspiration, and origins unfolds into a masterclass in conviction, values-led work, and why making enemies is the most logical brand strategy there is. From their refusal to enter awards to a client who fainted getting a tattoo at a wrap party, this episode is a full-blooded reminder of what it actually looks like to stand for something — and never apologise for it.

Takeaways

• Build your brand like a rock band — with mythology, a manifesto, and the confidence to always play last
• Standing for your values creates both enemies and fans — and that is precisely the point
• Humour is far more universal than people believe; the fear of it not landing is bigger than the reality
• Making enemies isn't risky — having no position at all is the true creative catastrophe
• Great creative partnerships work by lifting each other's ideas further than either could reach alone
• "Fuck-off capital" isn't money — it's the courage to operate entirely on your own terms
• Holding clients through unfamiliar territory requires conviction and patience, not retreat
• The design industry desperately needs voices — neutral, inoffensive work doesn't just underperform, it disappears

Daring Creativity. Podcast with Radim Malinic

daringcreativity.com |  desk@daringcreativity.com

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