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
Photo by Chen / Unsplash Entrepreneurship Brand Dating Apps: What Agencies Can Learn from Matchmaking Platforms Executive Summary Agencies and dating apps share the same problem: everyone’s swiping, no one’s committing. The signal: client–agency relationships are shorter than ever, with project churn replacing partnership. The deeper truth? It’s not about bad chemistry—it’s bad matching. Agencies sell capabilities; clients crave compatibility. By Tobias Dahlberg • 2 min read
u1492637478_A_massive_group_of_dogs_looking_cute_and_looking__c278bff8-2097-453c-b975-14b19ccb42ee_1 Food & Beverages Pet Food Reimagined: What Challenger Brands Should Know Going into 2026 In Brief The pet food industry is undergoing a major reset — driven by pet-humanisation, premium nutrition, personalization, and sustainability. While growth remains solid, the category isn’t just about feeding pets anymore; it’s about feeding lifestyles, values and identity. For challenger brands, that means your pet food pitch needs By Tobias Dahlberg • 4 min read
u1492637478_a_creator_engaging_in_social_selling._vibrant_sho_6f39d709-a79b-4409-8992-bcee84513274_2 Marketing & Comms Social Selling 2.0: How Challenger Brands Are Turning Feeds Into Funnels In Brief Social selling isn’t new — it’s just finally becoming good. What started as awkward LinkedIn DMs and selfie pitches has evolved into a powerful, credible growth channel for challenger brands. In 2026, social selling is less about “selling” and more about shaping conversations that drive belief before By Tobias Dahlberg • 3 min read
Marketing Social Selling 2.0: How Challenger Brands Are Turning Feeds Into Funnels By Tobias Dahlberg • 3 min read
u1492637478_a_patron_of_a_family_sitting_at_the_end_of_a_tabl_690d84c6-0ac8-42f4-9d66-aff61762c2f7_3 Boomers The Patron Economy How Boomers Became the Bank of Everything In Brief They were the first debt generation. Now they’re the last dependable balance sheet. Boomers aren’t just consumers anymore — they’re the financial infrastructure of modern life. From housing and healthcare to travel and tuition, they underwrite three generations: their By Tobias Dahlberg • 3 min read
u1492637478_A_healthy_group_of_seniors_enjoying_life_together_1efb9323-e074-49d7-b582-4dd86796819b_2 Boomers Healthspan As The New Status Symbol In Brief For Boomers, the new luxury isn’t longevity — it’s mobility, clarity, and control. They’ve redefined aging as a competitive sport: not about living longer, but living better per remaining year. Welcome to the healthspan economy — where wellness is no longer a lifestyle, but an operating system. By Tobias Dahlberg • 2 min read
u1492637478_Two_CMOs_of_challenger_brands_standing_in_a_board_f4a25824-32fc-4ea8-9f0f-e436f028c37b_1 Editorial The CMO's New Problem: Failing To Connect Signal to Strategy to Action The world’s changing fast — and your brand’s ability to stay relevant is running out of time. The winners will be those who master three things: Signal — seeing what’s changing Strategy — deciding what it means Scale — acting on it faster and bigger than anyone else It’s 2025, By Tobias Dahlberg • 4 min read
Marketing The CMO's New Problem: Failing To Connect Signal to Strategy to Action – At Speed And Scale. By Tobias Dahlberg • 4 min read
