Sweden wants to trademark its name - and honestly, I get it

On ABBA, identity, Swedish Sans, Nordic Roots and why my son now sounds like he's from The Archers

When you’ve spent more than a decade living among Vikings, you learn to take identity seriously. The Danes, Swedes, and Norwegians might seem laid-back, but lift the hygge blanket and you’ll find nations deeply committed to defining who they are and how they present themselves to the world.

So Sweden’s latest move doesn’t surprise me: they’ve applied to…