circular Intelligence Circular Living: From Sustainability to Regeneration Why the Future Isn’t About Doing Less Harm — But Doing More Good In Brief “Sustainability” was the buzzword of the last decade. “Regeneration” will be the movement of the next. For years, business framed environmental responsibility as damage control — reduce, offset, neutralize. But consumers, investors, and next-generation leaders are By Tobias Dahlberg • 4 min read
Marketing Why Your 2026 Marketing Strategy Is Not A Growth Strategy (And It Should Be). In Brief Right now, CMO's and marketing teams are busy creating plans or starting to execute their 2026 marketing plans. But way too few of these plans are connected to the real drivers of growth, and too few marketing people can explain how their work will hit the By Tobias Dahlberg • 4 min read
Marketing When Marketing Science Becomes a Religion – Why The Ehrenberg-Bass Model Is Useful, But Incomplete There’s a cult-like thing happening in modern marketing. Only last week, I met with four different marketing professionals discussing the same ideas. A set of ideas—originating from Australia, backed by serious data, and popularized by Byron Sharp and the Ehrenberg-Bass Institute—has quietly crossed the line from useful By Tobias Dahlberg • 6 min read
u1492637478_Clean_food_products._Lifestyle_photography._WGSN__88d1ae7b-9655-49c0-bd3a-90c2e4f91dca_1 Consumer Insights Clean Labels Are Losing Meaning Brand-building is an infinite game. Advantage is hard to come by. At least the sustainable kind. First you work hard to be able to provide clean products, only to find yourself in the same game with most of your competitors. What was first an advantage turns into a hygiene factor, By Tobias Dahlberg • 2 min read
Brand Clean Labels Are Losing Meaning Brand-building is an infinite game. Advantage is hard to come by. At least the sustainable kind. First you work hard to be able to provide clean products, only to find yourself in the same game with most of your competitors. What was first an advantage turns into a hygiene factor, By Tobias Dahlberg • 3 min read
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
u1492637478_Nordic_sports_nutrition_category._Wellness._Lifes_f646c929-5cc3-4102-8973-1faf0f46c870_3 Food & Beverages 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
Brand Levi's - Relevant or Redundant? Levi’s is one of the most recognizable apparel brands on the planet — a century-old symbol of American culture, youth identity, and “authenticity.” It practically invented denim as we know it. But the category it once defined has fragmented into micro-cultures, fast fashion cycles, secondhand ecosystems, and aesthetic tribes that By Tobias Dahlberg • 3 min read
u1492637478_wellness_culture_editorial_shot_urban_minimal_ton_be6203d7-1cd8-497f-8cdd-b55ee7cbf26c_1 Global 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 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
Brand Relevant Or Redundant? – BOSS I came back from London late last night, and after strolling the streets for a few days, (mostly waiting while my wife and daughters shopped like there is no tomorrow), I did what I suppose most brand-builders do...analyse brands and concepts. What follows is a new content series I By Tobias Dahlberg • 3 min read
