Gustav Hafrén / Scandinavia

Gustav Hafrén is a strategic advisor to top management, and an expert in positioning and competitive strategy. His more than 30 year long business background includes hands-on experience from senior marketing positions in Unilever, as well as consulting projects for several prominent international companies in European countries, Russia and the US.

Mr. Hafrén joined the Trout & Partners network in 1996 as Senior Partner of the Scandinavian office. Today, he is President of Trout & Partners Northern Europe.

Together with Jack Trout he established the positioning process, and then developed it further into what today is known as the “5-step Differentiation Process”.

Mr. Hafrén has a thorough understanding of business development and positioning on a global level. His more than 200 client assignments include fast moving consumer goods, industrial manufacturing, retailing and financial services.

He has a B.Sc. in Business Economics from the Swedish School of Economics, Helsinki.

Mr. Hafrén is a frequent speaker on topics related to differentiation and competitive strategy, and co-writer of the Finnish edition of the business bestseller “Differentiate or Die” together with Jack Trout.