This study has a focus on brand building and brand identity. The overall idea of the study is to examine the Swedish clothing company WeAretheSuperlativeConspiracys brand building tactics and activities. WeAretheSuperlativeConspiracys, or WeSC, is a company that produces and sells streetfashion in over 20 countries and has over 1600 distributors. The company has in the recent years grown to become one of the largest in its segment. The interesting factor in WeSC´s brand building activities is the use of Weactivists. A Weactivists is a person, known or unknown, that is really good at what they do and share the mentality of WeSC. These individuals are used in the companies marketing in different and creative ways.

The purpose of this study is to describe and analyse the company’s use of Weactivists, specifically by describing the use of these persons in the company’s campaign material and analysing what message the usage sends. The main purpose is to analyze why WeSC use these Weactivists in their brand building activities. Interviews, company research and advertising material have been the empirical foundation of the study. The two main theories that have been used in this study focuses on brand building and brand identity. These theories have been applied on the empirical research in a purpose to analyse the company and its use of Weactivists.

After analysing WeSC we found that the Weactivists play an important and big roll in the company’s brand building. We found, that through these persons, WeSC communicate their core values and their identity in a creative and unusual way. By analysing the company’s campaign material, we saw signs of Swedish influences, humour, irony, creativity and a rebel attitude. In conclusion we found that the Weactivists play a crucial roll in the company’s communication of its identity. Through these persons, a clear and consistent identity is communicated with an emphasis and credibility that gives WeSC a unique position among its competitors.