Brand The One Metric Every CMO and Brand Leader Should Track - The Brand Relevance Score™ Most brands measure what’s easy: awareness, impressions, clicks, sentiment, funnel conversion, reach. NPS. [For a selected few CMO's and brand leaders, I provide a free audit to map your Brand Relevance Score™ and Relevance Gap™. More below.] But very few measure the thing that actually determines whether By Tobias Dahlberg • 3 min read
Brand The Best Strategy Question You Never Heard Before. There is a great strategic question I like to ask my brand and business clients, a provoking, revealing question that you probably did not hear before. In fact, it's my second go-to question after "Why Should They Choose You" - my favorite brand strategy question. It’ By Tobias Dahlberg • 5 min read
Brand Branding Is Still Misunderstood - And It Is Hurting Businesses. Branding is one of the most misunderstood disciplines in business. When I started in this industry (about two decades ago), I set out to take on this misconception, which I am about to describe. Armed with this big insight, I was going to change the industry. Or so I thought. By Tobias Dahlberg • 4 min read
Brand Brand Snapshot: Is RedBull Losing Relevance? A Brand Relevance Snapshot by Original Minds Intelligence™ To get a free Snapshot on your brand, email or DM us. In Brief Once the jet-fuel of hustle culture, Red Bull is now flying into headwinds. The world’s changing fast: wellness over chaos, focus over frenzy, identity over icon. Red By Tobias Dahlberg • 3 min read
Marketing The Shifting Role Of The CMO Times are changing. But aren't they always? CMO's need to adapt to a new role. SIGNAL — What’s Happening? The marketing department — once the temple of storytelling — is being rewired into an operating system. AI isn’t replacing marketers. It’s replacing marketing as we knew By Tobias Dahlberg • 2 min read
Marketing The $70 Trillion Blind Spot - Why Marketers Keep Ghosting the Richest Generation Alive By Tobias Dahlberg • 3 min read
Marketing Chocolate Is Having a Midlife Crisis SIGNAL — What’s Happening? The premium chocolate category is realigning its value proposition: from indulgence to meaningful indulgence. For example: * According to trend research, chocolate brands are increasingly emphasising “healthy-living” attributes — including low sugar, clean label, high cocoa content, and functional benefits. GourmetPro+3lukerchocolate.com+3FoodNavigator.com+3 * The macro By Tobias Dahlberg • 1 min read
I'm closing down the paid service for The Brief™ Hello and thank you so much for being a paid subscriber of The Brief. Going forward, I am about to launch a whole new platform with a lot more trends, industry- and category specific content, as well as brand- and consumer specific content. Because of this, I have decided to By Tobias Dahlberg • 1 min read
A Brand Is...Not What Most People Say It Is. Everyone in marketing has a definition of “brand.” Most of them circle around the truth, but they are inaccurate, and therefore dangerous half-truths. Spend five minutes on LinkedIn and you’ll see the usual suspects: “A brand is an experience.” “A brand is a promise.” “A brand is what people By Tobias Dahlberg • 5 min read
