Sweden makes stunning decision to trademark its name to avoid confusion
The country is taking historic steps to fix the problem.
Sweden has existed for over 1,000 years, but travelers across the globe are confused because other places, inspired by the country’s untouched beauty and joyously inclusive culture, have taken its name.
Seven other places in the world call themselves Sweden, so to distinguish itself from the name-alikes, the Kingdom of Sweden is taking a bold, historic step that no country has before. It’s become the first to apply to trademark its name with the European Union Intellectual Property Office.
Visit Sweden likens the country’s problem to a luxury brand that has to contend with dupes, knockoffs, or bootlegs that fall short of the glory of the genuine article.
“It’s flattering that other places want to be called Sweden, but let’s be honest, there should only be one. Our Sweden. The one with the Northern Lights, endless forests, and the world’s best flat-pack furniture,” says Susanne Andersson, CEO at Visit Sweden.
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By trademarking its name, Sweden will make things much less confusing for travelers worldwide. It’d be a shame for someone looking to visit Sweden’s majestic Lapland to mistakenly wind up in a place with no reindeer, Aurora Borealis, or cloudberries to be found.
The world-class research team at Visit Sweden knew it had to act when it realized that other destinations with the same name had tripped up travelers. People looking to vacation in Portland, Oregon, have accidentally wound up in Portland, Maine. Travelers yearning to experience the fall in Manchester, New Hampshire, have been deplaning in Manchester, England. “It happens more than you think!” the researchers admitted.
The Northern Lights in Sweden. via Visit Sweden, Photographer: Jann Lipka/imagebank.sweden.se
The E.U. Intellectual Property Office must act swiftly and allow Sweden to trademark its name so that travelers worldwide don’t miss the opportunity to experience an utterly unique country known for its serene landscapes, commitment to deep relaxation and personal freedom.
No one should ever miss out on staying on one of Sweden’s 267,570 islands, more than any other country. The Swedish archipelagos offer luxurious glamping, peaceful hikes, tranquil solitude and awe-inspiring, pristine nature.
A woman camping in the Swedish archipelago.via Visit Sweden, Photographer: Anders Klapp/imagebank.sweden.se
Sweden is a beautiful place to visit all year round, with bright summers, colorful falls, vibrant springs and dark, crisp winters. It is also a place to delight your tastebuds with a cuisine centered on healthy, locally sourced produce, with some preparation methods dating back to the Viking era.
The original Sweden is a place where one can relish Old World European history while also enjoying the modern pleasures of the most progressive countries in the world. Travelers can be whisked back into history by visiting the Naval Port of Karlskona, a well-preserved European naval town from 1680. Or, enjoy cutting-edge design, delicacies, art, music and culture in hip metropolitan destinations such as Stockholm or Sweden’s “coolest city,” Gothenburg.
Did we mention Sweden has an ABBA museum? Wait till the other 7 Swedens find out about that.
As you can see, Sweden is an incredibly unique destination that cannot be duplicated. It would be a tragedy for anyone intending to visit the original Sweden to mistakenly find themselves in a name-alike place that lacks its Scandinavian charm. You can do your part to stop the confusion by signing a petition to let Sweden trademark Sweden at Visit Sweden (the original).
A Swedish Midsommar celebration. via Visit Sweden, Photographer: Stefan Berg/Folio/imagebank.sweden.se
How a DIY dress helped one woman reclaim the power words had on her body.
'We should all be able to celebrate and love ourselves without fear of criticism from others, whatever shape or size we are.'
News flash: Words have power. This is something Jojo Oldham knows all too well.
Whether you're a soap star hearing lewd comments made by a politician 10 years ago or the average woman getting catcalled on her way home from work, what other people have to say about your body leave a lasting impression.
Over Oldham's 31 years of existence, she's received countless comments about her body — both good and bad.
After years of letting these words affect how she sees herself, however, Oldham was finally ready to release them and embrace herself.
She took all the comments she's heard about her body over the years and painted them on a dress. Posing for pictures, with a smile on her face, she took the power those words had over her and refused to let them dictate her self-worth any longer.
Photo via Jojo Oldham/Lovely Jojo's, used with permission.
"The love I have for my body these days is something I've had to learn. And it requires constant maintenance," Oldham wrote on her website.
Photo via Jojo Oldham/Lovely Jojo's, used with permission.
Like so many of us, Oldham says she's been in a love-hate relationship with her body for as long as she can remember. There are days when she's thrilled with how she looks, and then there are days when she wants to delete every unflattering photo ever taken of her. The comments she would receive fanned the flame of her own insecurities.
"I had 31 years-worth of other people’s comments about my body swirling around my head and popping into it on a daily basis, and I wanted to do something positive with them," Oldham explained over email.
The dress is a badge of honor, symbolic of the fact that, while Oldham may have been called these things, she is not defined by them.
Photo via Jojo Oldham/Lovely Jojo's, used with permission.
"The comments that made the final cut have all stuck with me for different reasons," Oldham wrote. "Some because they’re really weird, some because they’re really lovely, some because they’re funny, and some because they’re particularly nasty and they really crushed me at the time."
Photo via Jojo Oldham/Lovely Jojo's, used with permission.
"Once I learned how to be happy with myself as I am, the negative things that other people said about my body just stopped mattering to me," Oldham explained.
Photo via Jojo Oldham/Lovely Jojo's, used with permission.
Comments can do serious damage to even the strongest, most self-confident people. Oldham hopes her dress will help curtail some of that damage.
"We should all be able to celebrate and love ourselves without fear of criticism from others, whatever shape or size we are," she wrote on her website.
She hopes the work will inspire women to remember they are not the sum of the comments made about their bodies; they are so much more.