A presentation about how branding needs to change from a single discipline to a strategic, all-encompassing mindset and practice. The presentation was my keynote speech at Food Business Summit 2017.

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Branding in a post-
industrial world.
Tobias Dahlberg | Wonder Inc.

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Wonder innovates and
transforms businesses
through design.
www.wonderagency.com

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3
96 % of companies
fail to realize the
true potential of
branding*.
* says my gut

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How we got to
where we are.

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5
Branding is still
rooted in the
industrial model.

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A system built
around scale and
standardisation.

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Mass production
Mass marketing
Mass consumption

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The industrial model
took humanity out of
business.

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Advertising to the
masses is not how you
build brands.

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Factory > Product > Marketing > Customer
THE OLD MODEL

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The old
branding
principles
don’t work
any longer.

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The world today

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We have enough stuff.
We have enough choice.

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Today we want
authentic experiences,
self-fulfilment, higher
purpose and meaning.

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Four fundamental
shifts for successful
branding in highly
competitive
markets.

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Shift your focus
from products to
customers.1

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Most companies are
still focused on building
better mousetraps.

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The front-endFront stageBack-stage Front-stage
THE WHAT THE HOW

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“The product is not
the innovation, the
customer is”.
Marty Neumeier

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“Why
should I
choose
you?”

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Innovate
beyond
products.2

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Which one would you choose?
What is value?

23. 407,7 13,4 88
11,4x5,19x1,74xPrice per kilo
What is the value made up of?

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Experience
design &
innovation

25. Where’s the value?
The What
The How
The Why The Meaning
The Experience
The Product

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Wolt changed how we
order and consume
restaurant food.

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27
Netflix changed how we
access and consume TV
and movies.

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Make
branding
strategic.3

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29
Impact
Integration
Brand as Communication
Brand as Marketing
Brand as Strategy
How is branding viewed inside your organisation?

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30 Principle
INNOVATION
STRATEGY
MARKETING
CULTURE
Strategic branding
integrates business
strategy with brand
experience.

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Make
culture
the driver.4

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Your values and identity are your
brand’s core. They either propel
you to success or kill your brand.

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You cannot hide culture.

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Branding needs
humanity and creativity.

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The starting point for great
branding is to get everyone
to genuinely care about
making a difference in
peoples’ lives.

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Case: Nordic Spirits Lab

38. Nordic Spirits
Lab pushes the
boundaries of the
spirits industry
through
collaboration and
experimentation.
001 : Introduction

39. Combining the essence
of the Nordic with
science and creativity.
003 : What we are working on.

40. NSL is essentially about
solving problems and
designing better
consumer experiences.
002 : NSL 2017—2018

41. Exploring
themes
related to
drinking.
We explore not just
products, but the
human and social
aspects related to
drinking.
003 : What we are working on.

42. We are
involving
consumers
and experts in
co-creation.
002 : NSL 2017—2018

44. Our first product,
Nordic Gin x Akvavit.
001 : Introduction

45. 003 : What we are working on.
Endless prototyping and
experimentation - thus using
the content as marketing and
branding.

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46 Our model
In only 12
months, without
no PR push, NSL
has been
featured in media
around the world.

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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