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Jeg ved, at jeg kan tilbagetrække mit samtykke ved at kontakte Mesterlære direkte.","Få besked om nye læremestre",{"type":39,"content":352},[353,360],{"type":354,"attrs":355,"content":357},"heading",{"level":356},3,[358],{"text":359,"type":52},"Tak!",{"type":48,"content":361},[362],{"text":363,"type":52},"Vi ses i din indbakke.","NewsletterSignup","Send","Indtast venligst en gyldig email-adresse",[368],{"id":369,"alt":370,"name":23,"focus":23,"title":370,"source":23,"filename":371,"copyright":23,"fieldtype":24,"meta_data":372},14709901,"JOHAN_BÜLOW_KAP01_MASTER00_02_52_14Still003","https://a.storyblok.com/f/164309/1920x1080/bc0ae0b347/johan_bulow_kap01_master-00_02_52_14-still003.jpg",{},{"_uid":374,"plugin":30,"selected":375},"c210a310-1e58-41ad-99c4-1a721ebe77ed","4a05e0bb0f79d98fa4d0577a85cadb91","6 kapitler\n1 time og 10 minutters minutters Mesterlære\nAlle kapitler på video og lyd",{"_uid":378,"plugin":379,"selected":380},"c655caf8-1513-4a19-b890-4ef110c19d48","mesterlaere_category_picker",[381,382],"1935f224-0a04-40b1-99e0-205353e392b2","b7a94566-3d98-4712-a3a4-f5ee474a4033","Om at udvikle et ikonisk brand","Production",[386,434,482,530,578,625],{"_uid":387,"link":388,"component":433},"cc3e4e42-6cdc-4ceb-9013-c5bbd4df54f3",{"id":389,"url":23,"linktype":97,"fieldtype":98,"cached_url":390,"story":391},"7eb13c78-867a-4656-b9da-f8340b87bfcd","da/m/johan-buelow/mod-din-laeremester",{"name":176,"created_at":392,"published_at":393,"updated_at":394,"id":395,"uuid":389,"content":396,"slug":425,"full_slug":426,"sort_by_date":22,"position":427,"tag_list":428,"is_startpage":26,"parent_id":429,"meta_data":22,"group_id":430,"first_published_at":431,"release_id":22,"lang":162,"path":22,"alternates":432,"default_full_slug":22,"translated_slugs":22,"_stopResolving":92},"2024-03-14T09:51:13.865Z","2024-04-13T04:08:45.000Z","2024-03-19T13:27:54.504Z",461356101,{"_uid":397,"cover":398,"intro":400,"length":406,"subtitle":181,"component":407,"list_item":408,"episode_versions":409},"9ff5165e-8cb5-464f-9a00-1609a3b39094",{"id":172,"alt":173,"name":23,"focus":23,"title":173,"source":23,"filename":174,"copyright":23,"fieldtype":24,"meta_data":399,"is_private":26,"is_external_url":26},{},{"type":39,"content":401},[402],{"type":48,"content":403},[404],{"text":405,"type":52},"Det kunne i virkeligheden være endt med et helt andet produkt, for det handlede for Johan Bülow først og fremmest om at skabe noget, som kunne løfte en hel kategori til et hidtil ukendt kvalitetsniveau. Men da han efter endt handelsskole-uddannelse i København vendte hjem til Bornholm og stiftede bekendtskab med sin onkels bolsjekogeri, besluttede han sig for at kaste sig over lakrids. Verden skulle lære at elske dette ifølge ham undervurderede stykke konfekture lige så højt, som han selv gjorde. Han googlede og googlede og erfarede, at stort set ingen havde haft ambitioner om at forfine og nørde lige præcis den kategori, siden den blev introduceret på slikmarkedet i slutningen af 1800-tallet. Johan Bülow gik i 2006 i gang med at eksperimentere sig frem til den helt rette lakridsmasse i sin mors gryder i Svaneke. Resten er historie – og den historie hedder Lakrids by Bülow, der i dag sælger gourmetlakridser fra mere end 2.000 forhandlere i omkring 40 lande.","11.48","Episode","Introduktion",[410],{"_uid":411,"accessv2":412,"component":416,"audio_version":417,"video_version":422,"extra_resources":424},"1ecaa5a8-b414-4787-b2dd-1e7070d85020",{"_uid":413,"plugin":113,"selected":414},"13fa3480-2105-44cc-9394-ef97944119b4",[415,153],"standard","EpisodeVersion",{"id":418,"alt":419,"name":23,"focus":23,"title":419,"source":23,"filename":420,"copyright":23,"fieldtype":24,"meta_data":421,"is_private":26,"is_external_url":26},14708546,"JOHAN_BÜLOW_KAP00","https://a.storyblok.com/f/164309/x/d228c056fe/johan_bulow_kap00.mp3",{},{"_uid":423,"plugin":30,"selected":179},"3dd85db6-57b5-41b0-bb6f-e9c7f36d315d",[],"mod-din-laeremester","da/m/johan-bulow/mod-din-laeremester",-10,[],461335644,"898ea594-85cf-417f-bd04-fa4b0e6e22bb","2024-03-19T13:27:54.474Z",[],"EpisodeLink",{"_uid":435,"link":436,"component":433},"ef747cd2-3a4f-4ff1-8373-cd625624c5f5",{"id":437,"url":23,"linktype":97,"fieldtype":98,"cached_url":438,"story":439},"9c933518-2280-48fa-b551-5dd132099355","da/m/johan-buelow/brand-first",{"name":440,"created_at":441,"published_at":393,"updated_at":442,"id":443,"uuid":437,"content":444,"slug":475,"full_slug":476,"sort_by_date":22,"position":477,"tag_list":478,"is_startpage":26,"parent_id":429,"meta_data":22,"group_id":479,"first_published_at":480,"release_id":22,"lang":162,"path":22,"alternates":481,"default_full_slug":22,"translated_slugs":22,"_stopResolving":92},"Brand First","2024-03-14T09:53:20.904Z","2024-03-19T13:27:53.175Z",461356619,{"_uid":445,"cover":446,"intro":451,"length":457,"subtitle":458,"component":407,"list_item":459,"episode_versions":460},"74c8c3fa-7348-4cd3-ab05-3c08646e2754",{"id":447,"alt":448,"name":23,"focus":23,"title":448,"source":23,"filename":449,"copyright":23,"fieldtype":24,"meta_data":450,"is_private":26,"is_external_url":26},14709893,"JOHAN_BÜLOW_KAP01_MASTER00_09_33_07Still001","https://a.storyblok.com/f/164309/1920x1080/caaea42063/johan_bulow_kap01_master-00_09_33_07-still001.jpg",{},{"type":39,"content":452},[453],{"type":48,"content":454},[455],{"text":456,"type":52},"Det handler om iværksætterånd, og det handler om den rette strategi. Johan Bülow er ikke overraskende fan af lakrids. Men han er også dybt fascineret af, hvordan brands som Heinz, Coca-Cola og Ritter Sport har opnået status som ikoner. I dette kapitel introducerer han den strategi ved navn Brand first, som i fire faser med fokus på tydelige til- og fravalg, simplicitet og grundighed har udviklet virksomheden fra en Challenger til netop et Icon. ","11.12","Fra Challenger til Icon","Kapitel 1",[461],{"_uid":462,"accessv2":463,"component":416,"audio_version":466,"video_version":471,"extra_resources":474},"73c51b15-58e0-4fad-b743-a0c58c67d179",{"_uid":464,"plugin":113,"selected":465},"2bdadb1a-f439-4c24-bc06-5efbc6d6cdb9",[415],{"id":467,"alt":468,"name":23,"focus":23,"title":468,"source":23,"filename":469,"copyright":23,"fieldtype":24,"meta_data":470,"is_private":26,"is_external_url":26},14708551,"JOHAN_BÜLOW_KAP01","https://a.storyblok.com/f/164309/x/f9e90871d1/johan_bulow_kap01.mp3",{},{"_uid":472,"plugin":30,"selected":473},"e3c85f09-a382-4025-a4c0-ddc25dec01f6","86263aeba254d5ce49c65b64317fb2d7",[],"brand-first","da/m/johan-bulow/brand-first",-30,[],"ff56dfbf-e84f-44dc-9a41-e3f83ab94713","2024-03-19T13:27:53.142Z",[],{"_uid":483,"link":484,"component":433},"3265e508-817f-4805-bea6-2e35a5ab91d0",{"id":485,"url":23,"linktype":97,"fieldtype":98,"cached_url":486,"story":487},"eebc90f7-ae21-4c80-93a2-fe5c92cfca31","da/m/johan-buelow/den-store-smagsprove",{"name":488,"created_at":489,"published_at":393,"updated_at":490,"id":491,"uuid":485,"content":492,"slug":523,"full_slug":524,"sort_by_date":22,"position":525,"tag_list":526,"is_startpage":26,"parent_id":429,"meta_data":22,"group_id":527,"first_published_at":528,"release_id":22,"lang":162,"path":22,"alternates":529,"default_full_slug":22,"translated_slugs":22,"_stopResolving":92},"Den store smagsprøve","2024-03-14T09:54:09.285Z","2024-03-19T13:27:53.512Z",461357370,{"_uid":493,"cover":494,"intro":499,"length":505,"subtitle":506,"component":407,"list_item":507,"episode_versions":508},"c33a24be-8b88-4240-9e25-651c94a6be46",{"id":495,"alt":496,"name":23,"focus":23,"title":496,"source":23,"filename":497,"copyright":23,"fieldtype":24,"meta_data":498,"is_private":26,"is_external_url":26},14709903,"JOHAN_BÜLOW_KAP02_MASTER00_07_42_19Still004","https://a.storyblok.com/f/164309/1920x1080/8e40586ad8/johan_bulow_kap02_master-00_07_42_19-still004.jpg",{},{"type":39,"content":500},[501],{"type":48,"content":502},[503],{"text":504,"type":52},"I dette kapitel introducerer Johan Bülow og hans strategisk samarbejdspartner, Lars Bo Hansen, dig for det første led ud af fire i den model, de kalder Brand First, som handler om Lakrids by Bülows rejse fra at være et Challenger-brand til at være et Icon-brand. I dette lag af modellen – Explosion – uddyber Bülow, hvordan han altid har haft forbrugeren i fokus, når hans virksomhed har skullet indtage nye markeder. Han rejser selv ud til butiksåbninger verden over, og selv om han i Dubai kom til at forveksle det arabiske ord for lakrids med det for armsved, viser det sig i sidste ende altid at være en god investering at møde de potentielle kunder på deres hjemmemarkeder. En hjørnesten i den strategi er smagsprøver, som ifølge Bülow er den mest ærlige form for markedsføring – smag, før du køber! – men den er også vigtig, fordi den røber store forskelle i præferencer bare mellem for eksempel svenskere og tyskere.","11.29","Explosion","Kapitel 2",[509],{"_uid":510,"accessv2":511,"component":416,"audio_version":514,"video_version":519,"extra_resources":522},"1543dc74-5337-46fb-a5f3-79e55d4dce6e",{"_uid":512,"plugin":113,"selected":513},"c5980773-6194-4e4c-80a5-1eb033ec21ca",[415],{"id":515,"alt":516,"name":23,"focus":23,"title":516,"source":23,"filename":517,"copyright":23,"fieldtype":24,"meta_data":518,"is_private":26,"is_external_url":26},14708547,"JOHAN_BÜLOW_KAP02","https://a.storyblok.com/f/164309/x/8ae3f59cf8/johan_bulow_kap02.mp3",{},{"_uid":520,"plugin":30,"selected":521},"73eaad27-d5c1-40ed-b7eb-6d3e90459311","de7acee6a1e846077e2e3278ce3fe168",[],"den-store-smagsprove","da/m/johan-bulow/den-store-smagsprove",-50,[],"a5f4af7b-8390-48ab-86fe-6afc7e5ca62d","2024-03-19T13:27:53.484Z",[],{"_uid":531,"link":532,"component":433},"b9c0cdd2-68cc-4974-af67-d05328423392",{"id":533,"url":23,"linktype":97,"fieldtype":98,"cached_url":534,"story":535},"0fe645fb-e582-4096-a788-47e953c81277","da/m/johan-buelow/historien-spreder-sig",{"name":536,"created_at":537,"published_at":393,"updated_at":538,"id":539,"uuid":533,"content":540,"slug":571,"full_slug":572,"sort_by_date":22,"position":573,"tag_list":574,"is_startpage":26,"parent_id":429,"meta_data":22,"group_id":575,"first_published_at":576,"release_id":22,"lang":162,"path":22,"alternates":577,"default_full_slug":22,"translated_slugs":22,"_stopResolving":92},"Historien spreder sig","2024-03-14T09:55:00.599Z","2024-03-19T13:27:54.169Z",461358246,{"_uid":541,"cover":542,"intro":547,"length":553,"subtitle":554,"component":407,"list_item":555,"episode_versions":556},"00477230-f666-4ee7-aceb-d74780902cc1",{"id":543,"alt":544,"name":23,"focus":23,"title":544,"source":23,"filename":545,"copyright":23,"fieldtype":24,"meta_data":546,"is_private":26,"is_external_url":26},14709909,"JOHAN_BÜLOW_KAP04_MASTER00_01_45_03Still001","https://a.storyblok.com/f/164309/1920x1080/d0cf1d2454/johan_bulow_kap04_master-00_01_45_03-still001.jpg",{},{"type":39,"content":548},[549],{"type":48,"content":550},[551],{"text":552,"type":52},"På Brand Firsts andet niveau arbejder Johan Bülow med udgangspunkt i termen Momentum. Det er ifølge Lars Bo Hansen som regel en udfordrende fase for hurtigtvoksende virksomheder, som Lakrids by Bülow var, og det er en fase, hvor det kan være nødvendigt at hente nye ressourcer ind. Det gjorde Johan Bülow på en række nøglepositioner, samtidig med at han på Momentum-niveauet lancerede begrebet Storytastings. Det opstod, da Bülow oplevede, hvordan kunden, især i udlandet, tog imod hans produkt: Mange troede, at de ikke kunne lide lakrids, men når de først havde smagt en variant af den chokoladeovertrukne kugle fra Lakrids by Bülow, var der ingen vej tilbage. Kunden købte ikke bare et glas til sig selv, men måske også yderligere et som en gave, og på den måde blev ikke kun den forædlede lakrids, men også historien om den unge iværksætter fra Bornholm, der ville lære verden at elske lakrids, givet videre og videre. Den fortælling – storytasting – er med til at definere og underbygge strategien: Brand First.","12.04","Momentum","Kapitel 3",[557],{"_uid":558,"accessv2":559,"component":416,"audio_version":562,"video_version":567,"extra_resources":570},"e049295e-679d-413e-b666-85cb80873050",{"_uid":560,"plugin":113,"selected":561},"4a0cebf1-f31c-4f96-ad5d-6948a8fde450",[415],{"id":563,"alt":564,"name":23,"focus":23,"title":564,"source":23,"filename":565,"copyright":23,"fieldtype":24,"meta_data":566,"is_private":26,"is_external_url":26},14708548,"JOHAN_BÜLOW_KAP03","https://a.storyblok.com/f/164309/x/5cd33c14f1/johan_bulow_kap03.mp3",{},{"_uid":568,"plugin":30,"selected":569},"6c61a429-2959-4f60-b510-f9454ab4fc48","88de6ec78ba90713c545618aeac9fcea",[],"historien-spreder-sig","da/m/johan-bulow/historien-spreder-sig",-70,[],"385ec687-1ebc-43a1-b3a4-0b91c5847365","2024-03-19T13:27:54.138Z",[],{"_uid":579,"link":580,"component":433},"9635c2d9-01ee-4f63-9bbd-b946aadd78ce",{"id":581,"url":23,"linktype":97,"fieldtype":98,"cached_url":582,"story":583},"15777e37-f8ec-4bc9-88cc-9954d51e0a33","da/m/johan-buelow/det-er-os-der-er-ikonet",{"name":584,"created_at":585,"published_at":393,"updated_at":586,"id":587,"uuid":581,"content":588,"slug":618,"full_slug":619,"sort_by_date":22,"position":620,"tag_list":621,"is_startpage":26,"parent_id":429,"meta_data":22,"group_id":622,"first_published_at":623,"release_id":22,"lang":162,"path":22,"alternates":624,"default_full_slug":22,"translated_slugs":22,"_stopResolving":92},"”Det er os, der er ikonet”","2024-03-14T09:55:38.034Z","2024-04-12T07:43:23.850Z",461359598,{"_uid":589,"cover":590,"intro":594,"length":600,"subtitle":601,"component":407,"list_item":602,"episode_versions":603},"0601981d-03f6-4049-a976-0e47c4e36ca8",{"id":591,"alt":36,"name":23,"focus":23,"title":36,"source":23,"filename":592,"copyright":23,"fieldtype":24,"meta_data":593,"is_private":26,"is_external_url":26},13293556,"https://a.storyblok.com/f/164309/3840x2160/4ce18c6d7c/johan-bulow.jpg",{},{"type":39,"content":595},[596],{"type":48,"content":597},[598],{"text":599,"type":52},"Hvad gør man, når flere og flere spillere på markedet kopierer det originale produkt, man har skabt? Og måske ovenikøbet sender én en klage, når de har smagt en kopi, som de ikke ved er en kopi, og som ikke levede op til deres forventninger? I Acceptance-fasen i Brand First-strategien præsenterer Johan Bülow dig for No Doubt-mentaliteten, der gennemsyrer hele organisationen fra rekrutteringen af medarbejdere til de lakridser, der tilbydes til en kundekreds verden over. No Doubt havde i sidste ende et formål: Johan Bülows virksomhed skulle rebrandes for at manifestere sig i toppen af den kategori, den selv havde skabt. Ingen måtte være i tvivl, når de havde at gøre med et produkt fra Bülow. I den fase slankede brandet blandt andet sit navn fra Lakrids by Johan Bülow til Lakrids by Bülow, ligesom den danske virksomhed med Coca-Cola-flasken som forbillede redesignede lakridsdåsen, så den skilte sig ud i sin kategori. ”Det er os, der er ikonet,” som Johan Bülow selv siger.","11.06","Acceptance","Kapitel 4",[604],{"_uid":605,"accessv2":606,"component":416,"audio_version":609,"video_version":614,"extra_resources":617},"bd8fe5e1-d68c-4ea7-8100-d9c72525212c",{"_uid":607,"plugin":113,"selected":608},"63bb7bfe-e69b-4d44-92b2-ba85261948b9",[415],{"id":610,"alt":611,"name":23,"focus":23,"title":611,"source":23,"filename":612,"copyright":23,"fieldtype":24,"meta_data":613,"is_private":26,"is_external_url":26},15185786,"JOHAN_BULOW_KAP04_1","https://a.storyblok.com/f/164309/x/566997877d/johan_bulow_kap04_1.mp3",{"alt":611,"title":611,"source":23,"copyright":23},{"_uid":615,"plugin":30,"selected":616},"8c9e3eb4-e7a2-4f3e-b791-d3c7d4e3bbe6","16a35e9c6b37a4f9272b41d80bc303ca",[],"det-er-os-der-er-ikonet","da/m/johan-bulow/det-er-os-der-er-ikonet",-90,[],"a25431fa-5277-4ca5-90dd-827f89e25840","2024-03-19T13:27:53.807Z",[],{"_uid":626,"link":627,"component":433},"ecb6584e-366f-42ea-8875-3b8c20fe2804",{"id":628,"url":23,"linktype":97,"fieldtype":98,"cached_url":629,"story":630},"a5072258-9543-4960-bbb7-192a2fc9cdec","da/m/johan-buelow/the-lakrids-lovers",{"name":631,"created_at":632,"published_at":393,"updated_at":633,"id":634,"uuid":628,"content":635,"slug":667,"full_slug":668,"sort_by_date":22,"position":157,"tag_list":669,"is_startpage":26,"parent_id":429,"meta_data":22,"group_id":670,"first_published_at":671,"release_id":22,"lang":162,"path":22,"alternates":672,"default_full_slug":22,"translated_slugs":22,"_stopResolving":92},"The Lakrids Lovers","2024-03-14T09:56:22.204Z","2024-03-19T13:27:54.816Z",461360675,{"_uid":636,"cover":637,"intro":643,"length":649,"subtitle":650,"component":407,"list_item":651,"episode_versions":652},"8539e7e4-58cc-49c9-8697-92aa5107f9c2",{"id":638,"alt":639,"name":23,"focus":640,"title":639,"source":23,"filename":641,"copyright":23,"fieldtype":24,"meta_data":642,"is_private":26,"is_external_url":26},14709906,"JOHAN_BÜLOW_KAP05_MASTER00_08_55_05Still003","918x0:919x1","https://a.storyblok.com/f/164309/1920x1080/b0ba427666/johan_bulow_kap05_master-00_08_55_05-still003.jpg",{},{"type":39,"content":644},[645],{"type":48,"content":646},[647],{"text":648,"type":52},"Da Lakrids by Bülow opnåede en awareness på det danske marked på over 50 procent, havde virksomheden ifølge Johan Bülow opnået den Icon-status, han efterstræbte: Han havde både opfundet en kategori og befæstet sin førerposition i den. I dag er kendskabsgraden vokset til 80 procent, og et af midlerne til at bevare den rangfølge er at involvere kunden i udviklingen af Lakrids by Bülows sortiment: Virksomheden har i dag direkte kontakt med omkring 650.000 kunder – såkaldte Lakrids Lovers – som kommer med tilbagemeldinger efter hver lancering af en ny smag: Kan smagen med input fra kundekredsen udvikles til en klassiker i porteføljen? 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