Getting someone to subscribe is one thing. Getting them to stay, come back, and choose your brand even when competitors are offering a better deal? That's where the real challenge begins.

In this episode of Inside the Creator Economy, we sit down with Anmari Susa, Head of Brand and Partnerships at Cheffelo, the company behind Nordic meal kit brands including Linas Matkasse, Godtlevert and RetNemt.

Following a major Nordic rebrand, Cheffelo is shifting from picture-perfect food advertising to the messy reality of everyday dinners. But how do you build emotional connections in a category driven by convenience, price and promotions?

We get into:

• Why Cheffelo is moving away from picture-perfect meals and putting real life around the dinner table at the centre of its storytelling.
• The challenge of building one brand across the Nordics, when consumer habits and attitudes towards subscriptions differ.
• Why winning back a customer can matter just as much as keeping one in a subscription business.

In this episode of Inside the Creator Economy, we're joined by Vendela Grahn, Head of Brand at Redhead Snacks, for a conversation that challenges how brands think about social media, creativity and cultural relevance.

Redhead may be a snack brand, but it operates just as much like a content company. And behind its distinctive approach is a team that doesn't just follow internet culture. They're part of it.

Vendela shares how growing up in fandoms and online communities shaped her approach to marketing, why understanding a platform's language goes far beyond following trends, and why some of the most valuable creative talent might never have studied marketing at all.

We also explore how Redhead is building an identity beyond its famous founder, Mauri Hermundsson, why brands aren't always welcome in online conversations, and what happened when a team that's deeply skeptical of AI decided to experiment with AI-generated content.

From hiring fangirls to questioning traditional content calendars, this episode offers a different perspective on what it really takes to build a brand that belongs in internet culture.

We also get into:

• Why Redhead treats its chips as props, not the main event
• How Mauri went from every TikTok to every fifth
• Why HBO is hiring fan editors
• How trends travel from X to TikTok, Reels and Facebook
• Why Redhead ditched rigid content calendars for daily trend check-ins

What happens when the things that once gave your brand a competitive edge become available to everyone?

In this episode, we sit down with Victor Halvarsson, founder and CEO of VANBRUUN, to explore how a digital-first jewellery brand evolved into something much harder to replicate - a modern luxury experience built around taste, hospitality and human connection.

VANBRUUN started by selling engagement rings online, competing on price and efficiency. Thirteen years later, the thinking has shifted. As AI makes content, technology and digital experiences easier to copy, the brand is doubling down on the things that don't scale: the physical spaces, the smallest details, the feeling you get when you walk through the door.

We get into what that looks like in practice - from building desirability without a hundred years of heritage, to why the hardest things to scale might become the biggest competitive advantage.

We also explore:

• Why competing on price and efficiency wasn't enough to build the brand Victor wanted
• What hospitality can teach us about modern brand building
• Where VANBRUUN uses AI, and where it deliberately doesn't
• Why the things that are hardest to scale might become the biggest competitive advantage