FourFactors® of Success

The value chain starts in the mind of the consumer

A simple new tool to innovate healthy brands

80% of new product launches fail within 12 months. We’ll show you how easy it is to improve the hit rate by learning the FourFactors® of Success.
Peter Wennström has developed the FourFactors® of Sucess to give you a practical ‘back of an envelope’ checklist that takes the guesswork out of food and health marketing.

The FourFactors of Success®

Step 1

Factor 1: Need the Product?

Who? When? Why?

Factor 1: Need the Product?

Who is the product intended for? When will they consume it? Why will they consume it? This factor is the basic propostion for the whole brand.

Step 2

Factor 2: Accept the Ingredient?

Awareness, Interest, Trend

Factor 2: Accept the Ingredient?

What is the level of consumer awareness of and interest in your ingredients? Which trends may help stimulate interest in and demand for your kind product or its ingredient?

Step 3

Factor 3: Understand The Benefit?

Physical, Intellectual, Emotional

Factor 3: Understand The Benefit?

How well does your target consumer understand the benefit your brand offers? The three levels of benefits – physical, intellectual and emotional – are vital to make your brand successful.

Step 4

Factor 4: Trust The Brand?

Identity & History, Promise, Image

Factor 4: Trust The Brand?

This is the key factor for understanding why some brands have been successful and others haven’t. The brand must be a credile provider of the benefit it promises to offer.

The FourFactors® Brand Acceleration System

The FourFactors® Brand Acceleration System is an interactive, actionable, and inspiring framework for consumer and brand driven co-innovation. It has been successfully applied in more than 60 countries on 6 continents.

Fuelled by global best practices and case studies and facilitated by experienced HMT senior consultants, the FourFactors® Brand Acceleration System:

  • Connects trends with categories, brands and consumers in one visual model that helps you to find the sweet spot for innovation.
  • Facilitates step-by-step decision making
  • Creates actionable results
  • Creates team alignment and serves as one language across functions

The FourFactors® is today the globally leading tool for consumer and brand driven innovation in nutrition, health and wellness.

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