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
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
u1492637478_a_beauty_ecommerce_startup_office_bustling_with_e_bbfe88a6-026f-4768-b47a-fda460f964b5_0 Branding The AI Equalizer: How Challenger Brands Are Outsmarting Giants In Brief For the first time in decades, size doesn’t matter. Speed does. The signal: artificial intelligence has turned the scrappy, underfunded, over-caffeinated challenger brand into a legitimate threat. The deeper truth? Big companies aren’t losing to technology — they’re losing to indecision. The shift is from scale By Tobias Dahlberg • 2 min read
u1492637478_a_busy_high-end_restaurant_in_Soho_New_York._Tren_084b0b18-cbdf-4daf-9a7f-bbb53a1d8316_0 Branding The Five Brand Dimensions – And 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
