Marketing Functional Is No Longer Enough In Brief Functional FMCG is drifting into commodity science. What once differentiated brands now barely gets them noticed. SIGNAL — What’s happening? Protein is everywhere. Gut health is everywhere. “No sugar”, “added vitamins”, “immune support”, “energy”, “focus”, “hydration” — everywhere. Walk down any grocery aisle and you’ll see the same By Tobias Dahlberg • 2 min read
Marketing The 2026 Growth Delusion - Why Most Strategies Aren't Plans - They Are Wishes A Founder POV for modern CEOs, CMOs, and Commercial Leaders Around this time of the year, companies around the world perform the same ritual: They gather in meeting rooms, open a fresh slide deck, and announce, “Let’s build our 2026 plan.” "What is our GTM plan? Commercial Growth By Tobias Dahlberg • 3 min read
Marketing Aspiration Has Changed: The New Status Symbols of 2026 Are you ready to look at how culture and values are changing for 2026 and beyond? I thought so. Here's the pattern: From wealth → wellbeing → wisdom → autonomy. What brands must signal to feel modern and desirable. In Brief Aspiration has quietly rewritten itself. Money no longer signals status By Tobias Dahlberg • 2 min read
Marketing The Relevance Gap Starts In The Corner Office The Relevance Gap™ is a term I coined to illustrate the disconnect that happens between brands and customer choice. And while Relevance is a function of many external forces (from cultural shifts, macro trends, category dynamics, and most of all, changes in consumer tastes, values, etc. the problems rarely starts By Tobias Dahlberg • 2 min read
Marketing The Shifting Role Of The CMO Times are changing. But aren't they always? CMO's need to adapt to a new role. SIGNAL — What’s Happening? The marketing department — once the temple of storytelling — is being rewired into an operating system. AI isn’t replacing marketers. It’s replacing marketing as we knew By Tobias Dahlberg • 2 min read
Marketing The $70 Trillion Blind Spot - Why Marketers Keep Ghosting the Richest Generation Alive By Tobias Dahlberg • 3 min read
Marketing Chocolate Is Having a Midlife Crisis SIGNAL — What’s Happening? The premium chocolate category is realigning its value proposition: from indulgence to meaningful indulgence. For example: * According to trend research, chocolate brands are increasingly emphasising “healthy-living” attributes — including low sugar, clean label, high cocoa content, and functional benefits. GourmetPro+3lukerchocolate.com+3FoodNavigator.com+3 * The macro By Tobias Dahlberg • 1 min read
Marketing Social Selling 2.0: How Challenger Brands Are Turning Feeds Into Funnels By Tobias Dahlberg • 3 min read
Marketing The CMO's New Problem: Failing To Connect Signal to Strategy to Action – At Speed And Scale. By Tobias Dahlberg • 4 min read
