This document discusses branding in a post-industrial world. It argues that traditional branding principles based on mass production, marketing, and consumption no longer work. Today's customers want authentic experiences, purpose, and meaning rather than just products and choices. The document outlines four shifts for successful branding: 1) Focus on customers rather than products 2) Innovate experiences beyond products 3) Make branding strategic and integrated with business strategy 4) Make culture the driver of branding with humanity and creativity. It provides examples of companies like Wolt and Netflix that have innovated experiences.
47. wonderagency.com
About
Tobias Dahlberg | CEO & Strategist
Tobias works as a strategist on innovation, design and branding.
Prior to founding Wonder in 2008, Tobias worked in brand - and
business development roles (The Coca-Cola Company, Nike Inc, in
management consulting, and as partner and investor in few start-ups,
as well as a partner in a marketing agency).
Tobias strength lies in designing and leading strategy and innovation
programs, from methodology to facilitation and the design of concepts.
Tobias has led strategy and innovation programs for brands and
companies such as Iittala, Fiskars, Paulig, Fazer, Marimekko, Altia, Halti,
Neste Oil, Metsä-Tissue, Arla, Coca-Cola Nordics, etc.
Tobias has led and co-created over 200 new product, service and
business model concepts for brands and businesses across the Nordics
and Europe. His work has been featured in e.g. Wallpaper Magazine,
Business Insider and Condé Nast Traveller. . Tobias is a frequent speaker
on brands, design and innovation at conferences.
tobiasdahlberg.com
wonderagency.com
@tobiasdahlberg