Brand It's Not Lack Of Differentiation, It's Irrelevance That Kills Brands. The most important thing in business isn’t awareness. It isn’t differentiation. It’s getting chosen. Chosen by customers, consumers, employees, investors, you name it. Every strategy, campaign, and product ultimately exists to answer one silent question in the customer’s mind: Why should I choose you? And the By Tobias Dahlberg • 3 min read
From Wonder Design Lab // my former design & innovation studio Brand The Five Brand Dimensions –Why Almost All Branding Is One-Dimensional For decades, branding has been treated like a communications exercise. You define your positioning, craft a visual identity, make a brand book, and hand it off to marketing. The result? A nice logo, a color palette, a few tone-of-voice examples — and a brand that looks great on paper but struggles By Tobias Dahlberg • 5 min read
The author on stage with his biggest influencer - Marty Neumeier Brand The Future of Brand Strategy –From Brand Books To Brand Brains. For years, “branding” has been a ritual. A company hires an agency. The agency arrives in black turtlenecks. Everyone nods gravely through a workshop about purpose, pillars, and archetypes. A few months later, someone sends out Brand Guideline v.6 FINAL_FINAL_2b.pdf. Inside: a handful of lofty sentences By Tobias Dahlberg • 3 min read
Brand Culture-First Branding: Join, Don’t Invent In Brief Culture is no longer a backdrop — it’s the battlefield. The signal: the most resonant brands aren’t creating culture, they’re participating in it. The deeper truth? Audiences no longer reward invention, they reward fluency. The shift is from “brand as creator” to “brand as collaborator.” The By Tobias Dahlberg • 2 min read
Brand Pricing as Positioning: Why Expensive Beats Cheap (Even in a Downturn) By Tobias Dahlberg • 2 min read
Brand Gen Z’s Brand Loyalty Problem: Spoiler, They Don’t Have Any Executive Summary Gen Z doesn’t care about your legacy, your logo, or your loyalty program. The signal: the most brand-savvy generation in history is also the least loyal. The deeper truth? They’ve grown up in a world of infinite choice, algorithmic influence, and collapsing attention spans — and they By Tobias Dahlberg • 2 min read
