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Differentiation Is the Wrong Target
The brand strategy conversation has been asking the wrong question for thirty years.
May 26
•
Tobias Dahlberg
1
Positioning Strength: The Measure Of Choice.
Most companies have a positioning strategy. Very few have a market position.
May 19
•
Tobias Dahlberg
1
Why Your Value Proposition Is Losing You Customers You Should Be Winning
Every time you are not the most relevant choice, you are losing money.
Apr 27
•
Tobias Dahlberg
4
The Brand Strategy You Can't Actually Strategize
Or can you?
Apr 17
•
Tobias Dahlberg
3
The DTC Illusion: Why Most Brands Get It Wrong — And What the Best Actually Do
How some brands win - and other loose.
Apr 8
•
Tobias Dahlberg
2
Brand or Bland: Why Most Value Propositions Fail the 10-Second Test
It makes all the difference. Or none.
Mar 11
•
Tobias Dahlberg
6
1
The Functional Beverage Category Is Quietly Changing
Download our new Category Brief that covers Functional Beverages.
Feb 3
•
Tobias Dahlberg
1
If You Don't Understand Your Customers Better Than Your Competition Does, You Don't Deserve To Win.
Everything starts with a deep, rich picture of what value is to your customer.
Jan 28
•
Tobias Dahlberg
6
3
2
The Streaming Wars: It's Not About Scale, It's About Compressing Choice
Scale works only when choice works.
Jan 20
•
Tobias Dahlberg
2
1
Cultural Drift: The Silent Brand Killer Nobody Measures
One of the main reasons marketing budgets are leaking.
Jan 18
•
Tobias Dahlberg
3
2
Why Your 2026 Marketing Strategy Is Not A Growth Strategy (And How To Make It One).
Most marketing plans are disconnected from growth. Here's why, and how to fix it.
Jan 7
•
Tobias Dahlberg
14
1
1
Clean Labels Are Losing Meaning
Brand-building is an infinite game.
Dec 16, 2025
•
Tobias Dahlberg
1
1
Top posts
When Everything is Changing, What’s the Best Way Forward?
Oct 1, 2025
•
Tobias Dahlberg
Why Your 2026 Marketing Strategy Is Not A Growth Strategy (And How To Make It One).
Jan 7
•
Tobias Dahlberg
14
1
1
The Skydiving Gorilla That Gave The Marketing Industry a Root Canal
Aug 6, 2025
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ORIGINAL MINDS
and
Tobias Dahlberg
1
PLAYBOOK: How To Reinvent Your Agency or Consultancy For The AI Age.
Aug 20, 2025
•
Tobias Dahlberg
1
The Marketing Department of One: How To Out-Market Companies 10x Your Size
Aug 10, 2025
•
Tobias Dahlberg
1
Functional Is No Longer Enough
FMCG and wellness brands jumped head first into functionality - but what happens when everyone swims in the same pond?
Dec 15, 2025
•
Tobias Dahlberg
1
1
The 2026 Growth Delusion - Why Most Strategies Aren't Plans - They Are Wishes
A Founder POV for modern CEOs, CMOs, and Commercial Leaders
Dec 11, 2025
•
Tobias Dahlberg
Aspiration Has Changed: The New Status Symbols of 2026
What is luxury in 2026? How are values and codes changing?
Dec 3, 2025
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Tobias Dahlberg
2
Relevant Or Redundant? – BOSS
I decided to try something new. Feel free to chime in in the comments.
Dec 1, 2025
•
Tobias Dahlberg
I Analysed Dozens Of FMCG Brands - Here Is How Many Of Them Are Drifting Into Irrelevance
Don't kill the messenger.
Nov 25, 2025
•
Tobias Dahlberg
1
AI will change everything about brand-building. Except what matters most.
Why the Future of Brand Still Belongs to Humans — Even in an AI-Driven World.
Nov 20, 2025
•
Tobias Dahlberg
2
2
The One Metric Every Brand Leader & CMO Should Track.
If you don't know it, you don't know how far you have drifted.
Nov 19, 2025
•
Tobias Dahlberg
1
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