Brand Brand Snapshot: Is RedBull Losing Relevance? A Brand Relevance Snapshot by Original Minds Intelligence™ To get a free Snapshot on your brand, email or DM us. In Brief Once the jet-fuel of hustle culture, Red Bull is now flying into headwinds. The world’s changing fast: wellness over chaos, focus over frenzy, identity over icon. Red By Tobias Dahlberg • 3 min read
u1492637478_a_healthy_looking_Gen_Z_woman_drinking_flavored_w_7a9a94bf-47c7-4d84-92ec-8eb42986a005_3 Branding The Water Wars: Navigating Gen Z's Thirst for Authenticity In Brief The U.S. bottled water market is now valued at $47.4 billion and projected to reach $66.4 billion by 2030. The water category is experiencing a cultural shift. Gen Z isn't just buying water; they're buying values. Sustainability claims, brand transparency, and By Tobias Dahlberg • 10 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
u1492637478_A_group_of_Boomers_having_the_time_of_their_life__ed005c76-67b5-42a4-8179-b492d47e2a99_0 Boomers The $70 Trillion Blind Spot - Why Marketers Keep Ghosting the Richest Generation Alive Marketers have been chasing youth like it’s the only currency left. Gen Z gets the hype, the headlines, and most of the global ad spend. Meanwhile, the real money — $70 trillion of it — is sitting quietly in the hands of Boomers. They’re 1.4 billion strong, control over 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
u1492637478_a_group_of_your_consumers_in_trendy_clothes_in_li_4b1bca95-0427-4fd9-9caf-c147f479bc77_0 Strategy The Relevance Gap – Why Brands Fall Behind Every brand has to fight the same enemy: Irrelevance. It's what kills brands, faster than anything else. Yet, every brand seems to think it’s relevant. Inside companies, people think the market “just doesn’t get it.” If they just knew more about us, surely they would buy. By Tobias Dahlberg • 4 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
u1492637478_a_longevity_clinic_with_modern_Nordic_aesthetics__4819032c-d64b-4fd9-ad25-1194451be3c8_2 Global Clinical Longevity And The Anti-Quackery Premium In Brief - Why credibility is the next currency in longevity The $1.8 trillion wellness industry is having its “crypto moment.” The promise of living longer, sharper, and sexier has flooded feeds — and clinics — with pseudo-science, peptide potions, and AI-aged selfies. The result: a credibility crash. Regulators are circling, By Tobias Dahlberg • 2 min read
I'm closing down the paid service for The Brief™ Hello and thank you so much for being a paid subscriber of The Brief. Going forward, I am about to launch a whole new platform with a lot more trends, industry- and category specific content, as well as brand- and consumer specific content. Because of this, I have decided to By Tobias Dahlberg • 1 min read
