Marketing You're Not Competing Against Drinks, You're Competing With Routines. In Brief Functional beverage brands think they’re fighting for shelf space. That's not the root issue. They’re fighting for a slot in someone’s day. And most are losing — not because the product is bad, but because it doesn’t stick. What Is Happening (Signals) * Consumers By Tobias Dahlberg • 2 min read
Brand The Streaming Wars: It's No Longer About Scale, It's About Compressing Choice. In Brief Netflix trying to buy Warner Bros Discovery isn’t a content play. It’s a response to a deeper problem: choice fatigue. And the next phase of streaming won’t be won by whoever owns the most IP — but by whoever becomes the default choice in an overcrowded By Tobias Dahlberg • 2 min read
u1492637478_an_image_of_a_group_of_people_but_turned_into_lar_1f2a6747-acf6-4e7b-a95d-f9e55516b08e_2 Culture & Lifestyle Cultural Drift: The Silent Brand Killer Nobody Measures Most brands (the companies behind them) assume their biggest battles are inside the category. They’re wrong. The biggest threat to FMCG and wellness brands in 2026 isn’t competition. It’s Cultural Drift — the widening gap between what the world signals and what your brand expresses. Here’s how By Tobias Dahlberg • 1 min read
Brand Cultural Drift: The Silent Brand Killer Nobody Measures Most brands (the companies behind them) assume their biggest battles are inside the category. They’re wrong. The biggest threat to FMCG and wellness brands in 2026 isn’t competition. It’s Cultural Drift — the widening gap between what the world signals and what your brand expresses. Here’s how By Tobias Dahlberg • 1 min read
Brand The Five Forces Shaping Customer Choice In Brief Many leadership teams run strategy and planning by staring at competitors (market) and polishing messaging (brand). But that’s like trying to steer a boat by debating the paint color and ignoring the ocean. Real relevance and choice is shaped by five forces: 1. World (macro reality, the By Tobias Dahlberg • 3 min read
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 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 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 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 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
