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The Functional Beverage Category Is Quietly Changing
Download our new Category Brief that covers Functional Beverages.
Feb 3
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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
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Tobias Dahlberg
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The Streaming Wars: It's Not About Scale, It's About Compressing Choice
Scale works only when choice works.
Jan 20
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Tobias Dahlberg
2
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Cultural Drift: The Silent Brand Killer Nobody Measures
One of the main reasons marketing budgets are leaking.
Jan 18
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Tobias Dahlberg
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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
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Tobias Dahlberg
13
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Clean Labels Are Losing Meaning
Brand-building is an infinite game.
Dec 16, 2025
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Tobias Dahlberg
1
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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
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Tobias Dahlberg
1
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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
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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
1
Relevant Or Redundant? – BOSS
I decided to try something new. Feel free to chime in in the comments.
Dec 1, 2025
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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
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Tobias Dahlberg
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
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Tobias Dahlberg
2
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Top posts
When Everything is Changing, What’s the Best Way Forward?
Oct 1, 2025
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Tobias Dahlberg
Why Your 2026 Marketing Strategy Is Not A Growth Strategy (And How To Make It One).
Jan 7
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Tobias Dahlberg
13
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The Skydiving Gorilla That Gave The Marketing Industry a Root Canal
Aug 6, 2025
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ORIGINAL MINDS
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Tobias Dahlberg
1
PLAYBOOK: How To Reinvent Your Agency or Consultancy For The AI Age.
Aug 20, 2025
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Tobias Dahlberg
1
The Marketing Department of One: How To Out-Market Companies 10x Your Size
Aug 10, 2025
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Tobias Dahlberg
1
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
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Tobias Dahlberg
1
The Best Strategy Question You Never Heard Before.
This is the revealing question that you probably never asked about your brand or business.
Nov 18, 2025
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Tobias Dahlberg
1
Branding Is Still Misunderstood - And It Is Hurting Businesses.
How a company understands and applies "branding" can be the difference between success and failure.
Nov 14, 2025
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Tobias Dahlberg
Brand Snapshot: Is Red Bull Still Relevant?
We ran a snapshot analysis on Red Bull, here is what our Brand Relevance Snapshot came up with.
Nov 12, 2025
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Tobias Dahlberg
The Changing Role Of The CMO
Once again, things will never be the same. Or will they?
Nov 10, 2025
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Tobias Dahlberg
1
The $70 Trillion Blind-Spot - Why Marketers Keep Ghosting the Richest Generation Alive
The next creative revolution isn’t about finding the next generation of customers. It’s about catching up to the one that never left.
Nov 7, 2025
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Tobias Dahlberg
The Relevance Gap - Why Brands Fall Behind
Ignorance is bliss. Until it kills you.
Nov 5, 2025
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Tobias Dahlberg
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