Anneli Hansson doesn't look like a rebel. She'll tell you that herself. But rebellion has less to do with leather jackets and more to do with refusing to follow rules that don't make sense. And having the audacity to build a career on your own terms.
Anneli is a brand strategist, ICF coach with 20+ years of experience shaping brands across agencies, client-side roles, and entrepreneurship. She worked with global names like Coca‑Cola, Polaroid, and Levi’s, as well as emerging food/food‑tech startups.
In this conversation, we get into what it actually takes to build a personal brand rooted in who you are, not who you think you should be. Anneli shares her path from a tiny Swedish island of 400 people to cold-calling CEOs from a phone book, and how she learned that the thing you're most ashamed of might be your biggest strength.
We also talk about the real difference between marketing and branding, when to build a personal brand versus a company brand, and how to use AI in your work without losing the human side that makes brands connect.
If you've ever felt like an underdog, questioned your credentials, or struggled to own your voice, this one's for you.
What we cover:
Timestamps:
00:00 Intro
01:37 What does it mean to be a rebel at 51?
03:17 Growing up on a Swedish island with 400 people
05:56 ADHD, school, and writing "Oslo" on every answer
11:57 Moving to Chicago at 18
14:20 Her first job (let's just say it predates Tinder)
16:26 Cold-calling her way into a marketing career
21:16 Finding confidence in sales but not in credentials
23:03 Marketing vs. branding, what's the actual difference?
26:47 Personal brands vs. company brands
30:22 Working with Chris Do and the Future Europe tour
32:03 The two-word brand: Attention Broke-her
38:04 Building a personal brand in the AI era
44:24 How Anneli uses AI and where she draws the line
47:18 Brand Rebels for Good, the community
Connect with Anneli Hansson:
LinkedIn: https://www.linkedin.com/in/theannelihansson/
Instagram: https://www.instagram.com/theannelihansson/
Website: https://www.annelihansson.com/
Brand Rebels for Good: https://www.annelihansson.com/brand-rebels-for-good