The Functional Beverage Category Is Quietly Changing

Download our new Category Brief that covers Functional Beverages.

Feb 3 • Tobias Dahlberg

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January 2026

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

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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 • Tobias Dahlberg

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Cultural Drift: The Silent Brand Killer Nobody Measures

One of the main reasons marketing budgets are leaking.

Jan 18 • 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 • Tobias Dahlberg

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December 2025

Clean Labels Are Losing Meaning

Brand-building is an infinite game.

Dec 16, 2025 • Tobias Dahlberg

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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 • Tobias Dahlberg

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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 • 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 • Tobias Dahlberg

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Relevant Or Redundant? – BOSS

I decided to try something new. Feel free to chime in in the comments.

Dec 1, 2025 • Tobias Dahlberg

November 2025

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

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

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