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Johan Bülow

The man who wanted to make the world love liquorice

On developing an iconic brand

Johan Bülow's first business adventure was picking, packing and selling cherries from a stall in Svaneke, Bornholm. That was the Bülow family way - launching projects - and it was with that mentality Johan Bülow decided to revolutionize the liquorice industry in the mid-2000s. The world needed gourmet liquorice. It was also the same mentality that carried him over the initial wall of failed recipes, debt and stress, before eventually leading him to the strategy he now unfolds in this class. The strategy, called 'Brand First', describes how Johan Bülow developed the company from a Challenger to an Icon over four phases with a focus on clear choices, simplicity and thoroughness.

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