ABSTRACT
The conditions for the Danish-Swedish relation have changed so dramatically that the author personally cannot and will not relate to any general Danish comprehension of Sweden and Swedes, which can be nothing but a relic from times prior to the age of information society. The paradoxical nature of current bordering should not lead to the mistaken conclusion that nothing is changing. Obviously if increasing numbers of people, goods and information are moving across a border, something is happening and that 'something' is more likely than not contributing to changes changes to bordering and consequently to foundations for identity formation. What remains is to outline how engagement in such changes might be conceptualized as strategies. As the carrier of the individuality of the region, finding the right name was essential. The commodity to be branded was a regional vision that was to be institutionalized in parts of two separated countries.
