Speaker, Author & Researcher at Stockholm School of Economics


My lectures

Erik is an experienced and popular speaker at conferences, corporate events, universities and colleges. In a straightforward and entertaining way Erik teaches how people make decisions, what motivates them and how communication can influence them.

More about my lectures


My latest book

Kontroll – Effektiv kommunikation och kampen om våra tankar (March 2015) explains the elements of effective marketing communication. The English edition is coming soon.

More about this book
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Erik’s third book Kontroll – Effektiv kommunikation och kampen om våra tanker, released in March 2015, explains the elements...

Erik Modig

Erik Modig is a researcher at the Center for Consumer Marketing at Stockholm School of Economics. He is the author of the Swedish books Kontroll – Effektiv kommunikation och kampen om våra tankar, Värdet av Konst and Understanding Advertising Creativity (doctoral dissertation, in English). English editions of Kontroll and Värdet av Konst are coming soon. His research focuses on advertising and how the consumer psychology of communication, branding and creativity affect business growth. He also conducts research in various other fields connected to consumer psychology such as pricing, category management and the inclusion of fine art in commercial settings. His research is amongst others published in Journal of Advertising, International Journal of Advertising, Journal of Product & Brand Management and Advances in Consumer Research. Erik has years of experience in teaching advertising strategy within both the academic field and the corporate world. He is a popular teacher and demanded speaker at organizations and conferences, where he holds lectures within his field of research.

Erik is also an established artist and has had several solo and group exhibitions. Between 2007 and 2012 he ran the artist driven gallery Art Concept Store in Stockholm.

News & media

Join me at Webdagene 2016!

Digitalization is changing the way we reach out to people and communicate with them. While digitalization has created many cheap ways to get your message out there and track the response, it naturally comes with the disadvantage of the today existing advertising...

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Open lectures

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Mobile Marketing Diploma Course

How do you increase the effect of mobile marketing in your organization? Erik has launched a new tailored workshop within the area of mobile marketing together with Edlegio and the business newspaper Dagens Media. The course content is based on the latest...
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Bang For The Buck CREATIVITY

The recent changes in the media landscape have affected many marketing departments. Costs have rocketed and efficiency has become a major challenge because more units have to be produced for more channels. Content, native, ambient, YouTube, etc., increase...
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Erik Modig’s lecture was absolutely fantastic. Both the content and his performance.


Recommend everyone to listen to Erik! Fascinating to take part of Erik’s work and
experience and also get it summarized in a book. What a tremendous value!

This was one of the best presentations I’ve been to! Great credibility in this area!





Visit http://kommunikationskontroll.se/ (in Swedish) and learn more about Erik’s most recent book Kontroll – Effektiv kommunikation och kampen om våra tankar.

Finally a readable book about a difficult subject – how to reach out to others in one’s communication. Thank you for this important book!

A must-read for those who have realized
that it is difficult to reach out with their communication. Kontroll provides many practical insights and suggestions.

The Metamodel for Effective Mass Communication

In a world where the digital transformation has changed the rules and we now more than ever have to fight for the customer’s attention, thoughts and emotions, as a researcher on communication I often get the question: What is the key to effective communication? How do I win the customer’s attention and change his/her behavior? There is no single key word or single sentence that can capture what constitutes effective communication, rather a holistic approach is needed in this matter.

But could one model capture the nature of effective communication?

That question was the starting point of my research that eventually lead me to my book Kontroll – effektiv kommunikation och kampen om våra tankar (an updated version in both Swedish and English is coming this summer). Thus, having gathered the components of effective communication I have summarized it all in one single model, the metamodel for effective mass communication. Please feel free to download it for own use (in Swedish). For more information and thorough explanations of the components of effective communication you are more than welcome to attend my lectures or read my book. If you are smart enough, the model will do.

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