Scandinavians know there is some truth to it. But it has more to do with what you say and do. You can DO amazing things but you are not allowed to brag about it. This is better than bragging but not doing which is very common in certain places.
But this mentality has basically vanished from the main cities in the last three decades because marketing is a competitive field, and you need all the tools in the toolbox to not get eaten alive.
But this mentality has basically vanished from the main cities in the last three decades because marketing is a competitive field, and you need all the tools in the toolbox to not get eaten alive.