What happens if we set aside the Jante Law for a moment and actually share what we’re proud of? On September 4, the residents of Skövde had the chance to do just that. Since then, the pride has spread—from Hertig Johans Torg to the rest of Sweden.

There’s so much we’d love to tell you about Skövde. Here, innovative industry thrives side by side with creative gaming companies and entrepreneurs. Nature awaits just around the corner, community life is thriving, and most everything is within easy reach.

But this time, we wanted to let someone else speak.

So on September 4, a slightly different kind of booth appeared at Hertig Johans torg. A booth where you didn’t have to buy anything, sign up for anything, or answer any surveys. You just had to do something that we Swedes aren’t always the best in the world at:

Brag.

From the Bragging Booth to the Bragging Meter

Throughout the day, residents of Skövde had the chance to step into the “Bragging Booth” and share what they appreciate most about their city. Personal stories and reasons—big and small—to be proud were given a chance to shine.

But why should Skövde be the only one to brag?

The campaign therefore continued online with The Bragging Meter, where people all over Sweden are challenged to share what makes their particular place amazing. The idea is simple: you brag about your place and, at the same time, learn something new about Skövde.

A little pay it forward, quite simply.

The digital wall of fame now features declarations of love for various parts of Sweden. It celebrates everything from kebab sauce and the archipelago to the midnight sun, nature, and city life. And the residents of Skövde? They, of course, continue to add their best reasons as well.

There's actually quite a lot to brag about

Behind the twinkle in the eye lies a greater purpose. The “Brag Booth” is part of an effort to enhance Skövde’s appeal and encourage more people to discover the city—as a place to live, work, run a business, grow, and enjoy life.

And when you start to take a closer look, there’s plenty to talk about.

Billingen offers an outdoor paradise within walking distance of town. The municipality is home to 69 nature reserves and natural areas. Skövde is located in the heart of a large labor market region where traditional industry, cutting-edge technology, game development, defense, and academia converge. At the same time, distances are short and there are plenty of opportunities for an active lifestyle.

It is precisely this combination that is part of Skövde’s strength: career and leisure; innovation and nature; the energy of the city and space to breathe.

The best ambassadors are already here

The work on the place brand isn’t just about what Skövde says about itself. Just as important is what the people who live and work here tell others.

Interest in serving as an ambassador for Skövde has grown as we’ve worked to build the city’s brand and appeal. With Skrytbåset, we want to make room for even more voices—and let people’s own stories show why they enjoy living here, stay here, move here, start businesses, or build their future here.

A strong place brand isn’t created by a logo or a campaign. It’s built by people, experiences, and stories that together shape the image of a place.

And sometimes, it might actually take a little bragging for others to notice what we ourselves have right in front of us.

Your turn. What are you bragging about?

The Bragging Meter is still running, and the challenge is open to all of Sweden. So bring on the local pride, set aside the Jante Law, and give us your best brag.

Are you as good at bragging as someone from Skövde?

Try it The Bragging Meter >>