I’m Joakim Lind, born in 1969 in Helsingborg, southern Sweden, and based in Stockholm since the early 1990s. I hold a PhD in Economics and Business Administration from Åbo Akademi University, a BA in Social Anthropology from Lund University, and a teaching diploma from Stockholm University.
With over 25 years of experience, I’ve had the privilege of working in education, business intelligence, management, and strategic communication. My journey has taken me from classrooms to boardrooms, bridging the gap between research and consultancy, bringing together dialogue and insight between theory and practice, policy and culture, and the analytical and the creative. I’ve discovered that the most enriching perspectives often come from these crossroads, where different disciplines connect, and ideas flow between various contexts.
I used to be a partner at a Stockholm-based PR and communications agency, where I enjoyed leading a variety of projects in place branding, public affairs, and technology communication. Now, I split my time between academic research and consulting. At Åbo Akademi University’s School of Business and Economics, I explore how stories shape place identity, cultural development, and branding efforts. Additionally, I continue to work as a senior marketing and communications consultant, mainly in the Nordic region, helping a diverse range of clients—from local public institutions and businesses to global tech brands.
Outside of work, I live in Hammarby Sjöstad with my partner and have two grown-up daughters. Much of my leisure time is spent reading, writing, and enjoying everyday life together. I also enjoy running, playing bass and guitar in a band, and riding a motorcycle on winding roads. When the water temperature allows, I take the opportunity to go scuba-diving into the big blue narrative. I also spend time at a countryside retreat in Älvkarleby, where slower rhythms, practical tasks, and the occasional hunt offer a welcome contrast to city life. These changes in pace and setting help keep my thinking grounded and fresh.
In media
Below is a selection of publicity in which I have been cited or featured.
Bader, T. (2025, October 12). Liz flyttade från USA till Brodalen – för att klättra [Liz moved from the USA to Brodalen – to climb]. Sveriges Radio. https://www.sverigesradio.se/artikel/liz-flyttade-fran-usa-till-brodalen-for-att-klattra
Halling Dageby, E. (2025, May 30). Brodalen i fokus: Forskare lyfter klättringens kraft att utveckla bygden [Brodalen in focus: Researcher highlights the power of climbing to develop the countryside]. Lysekilsposten. https://www.lysekilsposten.se/artikel/brodalen-i-fokus-forskare-lyfter-klattringens-kraft-att-utveckla-bygden/
Hjortman, J. (2025, May 25). Skärgården har mycket att lära av hans samhällsforskning [The archipelago has much to learn from his social research]. Åbo Underrättelser. https://www.abounderrattelser.fi/artikel/skargarden-har-mycket-att-lara-av-hans-samhallsforskning/
Bradshaw, L. (2024, August 23). Making the most of movies. Flanders Today. https://www.flanderstoday.eu/content/making-most-movies
Håkansson, L. (2016, October 9). Filminspelningar i Norrbotten omsatte 25 miljoner [Film productions in Norrbotten generated SEK 25 million]. Affärer i Norr. https://affarerinorr.se/nyheter/2016/oktober/filminspelningar-omsaetter-25-miljoner/
Djerf, K. (2014, April 6). Lisbeth Salander har ersatt Moder Svea [Lisbeth Salander has replaced Mother Svea]. Dagens Media. https://www.dagensmedia.se/byraer/marknadsforing/lisbeth-salander-har-ersatt-moder-svea/
The Location Guide. (2014, April 28). Modern Family Australia episode could boost film tourism as US ratings hit. https://www.thelocationguide.com/industrynews/modern-family-australia-episode-could-boost-film-tourism-as-us-ratings-hit
Dagens Opinion. (2014, July 1). Cloudberry tar Hongkong till Almedalen [Cloudberry takes Hong Kong to Almedalen]. https://dagensopinion.se/artikel/cloudberry-tar-hongkong-till-almedalen/
Prest, M. (2014, June 16). På ort och ställe [On location]. Meddelanden från Åbo Akademi. https://mfaa.abo.fi/article/pa-ort-och-stalle/
Nytt från Öresund. (2012, November 27). Brott på bron lockar engelsmän [Crime on the bridge attracts the English].
Sveriges Radio. (2012, July 5). Millenniums mörker öppnar världen för Sverige [Millennium’s darkness opens the world to Sweden]. Sveriges Radio. https://www.sverigesradio.se/artikel/5180612
Martin, R. (2012, June 26). Utopia meets reality – Sweden after Stieg Larsson’s Millennium trilogy. The Local Sweden. https://www.thelocal.se/20120626/41590
Meri, T. (2012, June 22). Ängslas inte över filmen [Don’t be anxious about the film]. Sydsvenskan.
Sveriges Television, Kulturnyheterna. (2012, June 20). Kulturnyheterna: Rapport om Sverigebilden efter Millennium [Report on Sweden’s image after Millennium].
Lind, J. (2012, January 13). Nya Millennium är bra reklam för Sverige [The new Millennium is good advertising for Sweden]. Aftonbladet.
Tidholm, P. (2011, December 21). I Larsson-land [In Larsson-land]. Aftonbladet.
Lillemägi, D. (2011, November 21). Stieg Larssons vän: Sämsta kontraktet i svensk filmhistoria [Stieg Larsson’s friend: Worst contract in Swedish film history]. Expressen. https://www.expressen.se/noje/stieg-larssons-van-samsta-kontraktet-i-svensk-filmhistoria/
The Location Guide. (2011, September 23). Sweden considers film tourism value ahead of David Fincher’s Girl with the Dragon Tattoo. The Location Guide. https://www.thelocationguide.com/industrynews/sweden-considers-film-tourism-value-ahead-of-david-fincher-s-girl-with-the-dragon-tattoo
Van Boxem, K. (2011, September 2). De onschatbare waarde van Millennium [The invaluable value of Millennium]. De Tijd, Coda, p. 24.
Liemens, K. (2011, September 2). Op reis naar een filmset [Travelling to a film set]. De Standaard, p. 36.
Sveds, Å. (2011, July 8). Världen ser på Visby [The world is watching Visby]. Hela Gotland. https://www.helagotland.se/nyheter/gotland/artikel/varlden-ser-pa-visby/jpm5436j
Gyllenberg, E.-K. (2011, April 1). Millennium ger Stockholm klirr i kassan [Millennium gives Stockholm a financial boost]. Dagens Nyheter, p. 55.
Bulletin.se. (2011, March 31). Millennium-effekten: Vad har trilogin betytt för Stockholmsregionen?
Nilsson, M. (2010, May 12). Är all PR bra PR? Dagens Media. https://www.dagensmedia.se/fordjupning-och-opinion/tips-och-inspiration/ar-all-pr-bra-pr/
TT. (2010, February 1). Wallander värd miljarder för Ystad [Wallander worth billions to Ystad]. Dagens Industri, p. 15.
Nya Folkbladet Östergötland. (2010, February 1). Wallander värd miljarder för Ystad [Wallander worth billions to Ystad]. Nya Folkbladet Östergötland, p. 16.
TT. (2010, January 31). Wallander är värd flera miljarder [Wallander is worth several billions]. Aftonbladet, p. 33.
TT. (2010, January 30). Wallander värd miljarder för Ystad [Wallander worth billions for Ystad]. Dagens industri. https://www.di.se/artiklar/2010/1/30/wallander-vard-miljarder-for-ystad/
Tidningarnas Telegrambyrå. (2010, January 30). Wallander värd miljarder för Ystad [Wallander worth billions to Ystad].
Bournemouth Daily Echo. (2009, October 16). A new chapter in Dorset tourism. https://www.bournemouthecho.co.uk/news/4685456.a-new-chapter-in-dorset-tourism/
FilmNyheterna. (2009, March 23). Filmbranschens syn på marknadsföring förlegad [The film industry’s view on marketing is outdated].
Annerud, P. (2009, February 19). Gotland på bioduken var värt 400 miljoner [Gotland on the big screen was worth 400 million]. Gotlands Allehanda, p. 16. link to article image
Resumé. (2008, September 1). Cloudberry öppnar i Malmö [Cloudberry opens in Malmö]. https://www.resume.se/kommunikation/pr/cloudberry-oppnar-i-malmo/
Henrikson, M. (2006, November 8). Så ska filmen locka turister [How film is to attract tourists]. Hallands Nyheter, p. 18.
Dreboldt, H. (2006, February 8). Valuta for filmskillingerne. “Getting Value for the Film Money”. Berlingske, s. 5. link to article image
Sjöstrand, F. (2005, December 15). Wallander rena vinsten för Skåne [Wallander pure profit for Skåne]. Trelleborgs Allehanda.
Gustafsson, A. (2005, December 15). Wallander kan locka 400 000 till Skåne [Wallander may attract 400,000 visitors to Skåne]. Sydsvenska Dagbladet, p. 2.
Gustafsson, A. (2005, December 14). Wallander kan bli skånsk guldkalv [Wallander may become Skåne’s golden calf]. Sydsvenska Dagbladet.