Consulting, Training, Inspiration
When you need to develop new brands, find direction or rescue old brands, our job is to help you get it right – with optimised positioning and sharper execution.
We work together with our clients – and often their agencies – as expert consultants, coaches and trainers.
With our FourFactors co-innovation Toolbox we bring your whole team to a successful choice of strategy, brand positioning and brand execution.
This is how we can help you and your team to take better decisions:
Learn about WHAT is happening and WHY, and more importantly, what opportunities this bring for your Brand
Find the sweet-spot for where your Brand should play.
Depending on your Brand and its context we can help you customize the optimal Market Entry Strategy.
We can help you develop a successful strategy that positions your brand in a unique way.
For the sharpest brand execution, we develop innovation concepts together with you.
We develop detailed briefs that guides your creative agency to the sharpest brand execution possible.
Our creative team can develop logo, packaging and web design, to make your brand come alive.
Learn about the FourFactors® of Success and how to apply them. This will take the guesswork out of food and health marketing.
Get to utilise the FourFactors® of Success in your daily work
Custimized training sessions on how to apply the FourFactors® of Success to reach your targets
Our team consists of a number of highly regarded and inspirational key note speakers. Let us tell your audience WHAT is happening, WHY it is happening, and HOW to make this happen for their brands.
Our experienced team can help you facilitate and moderate your workshops for the most actionable results
With our global team and hubs on strategic places across the globe we can offer you inspirational and actionable trend safaris customized based on your specific needs and wishes.
We plan and conduct inspirational and actionable in-house seminars for you and your team
Examples of our success cases:
Brand re-positioning case study:
The Only Good Animal Probiotics Brand
The Swedish company ProEquo AB is an offspring of the probiotic ingredient company Probi AB. Spurred by the probiotic trend among humans, ProEquo AB was preparing to launch its first probiotic product for dogs (ProCane®), as well as cats (ProFele®). Before the launch of new products, the company felt the need to clarify its Brand Strategy, as well as to develop a Brand positioning with international potential. Even though the name synergies between the new ProCane/ProFele brands and the old ProEquo brand were strong, the target audiences differed fundamentally. The more “professional” horse owners/breeders vs. the more “emotional” consumer-driven pet market. It was also clear that a new Masterbrand replacing ProEquo AB was needed that could incorporate dogs and cats.Read More
Start-up brand positioning case study:
How to create “The World’s Best Convenience Food”
A Swedish food-tech start-up came to HMT straight out from a Lund university food science laboratory with a patented emulsion of potatoes and rapeseed oil. They referred to it as a Potato Smoothie, and wanted to sell it as a nutrient-dense plant-based drink for vegetarians seeking better alternatives. The challenge was to figure out what to call this drink, what category it fits into, where to play and what product benefits to focus on.Read More
B2B Brand & Portfolio Repositioning:
From Technology to Value Proposition
Akzo Nobel had developed a new sodium reduction technology that incorporated a huge number of added value benefits for the customer. So how to successfully position this technology in the market place, without drowning in all the potential attributes and benefits? How to establish OneGrain® Proposition with a unique differentiator and make it relevant to different customer segments.Read More
Brand repositioning case study:
Creating a platform for international growth
Already in 2012 Oatly was a well established Swedish brand in the dairy free niche category. But when the market started to grow, it was struggling to carve out a distinct position for itself. “The real challenge was that we started to behave like a generic brand and compete on price without being able to leverage our uniqueness”, says Björn Öste, Co-founder and co-owner of Oatly.Read More
Brand repostioning & Global roll-out case study:
Becoming the global expert in cholesterol lowering
Back in 2008, Benecol was a well respected functional food brand. However, it was under attack by better-resourced competitors in dozens of different countries. While Benecol was still recruiting new countries, the company lacked clarity about what the brand should stand for and how it should behave. The challenge was to bring clarity to the company’s marketing, and therefore clarity to it’s consumers...Read More
HMT at FIE Masterclasses in Paris
Aurore de Monclin, HMT Managing Partner will give you sneak preview of the Global Gamechanger report 2020 during the Beverage Masterclass about new consumer behaviours and opportunities for innovation in beverages.Read More
HMT was engaged by Singapore government agency to educate local food companies on success factors for the Healthy Ageing market
The pilot workshop to educate local food companies on success factors for the Healthy Ageing market.Read More
HMT Partner David Gauger Providing Branding Advice
at the Microbiome Consumer Conference in San Francisco
The Microbiome Consumer Nutrition Congress took place on the 24th and 25th of September in San Francisco. It was well attended by industry thought leaders and those looking to find a place in this fast growing category. The presentations ranged from new product concepts and scientific brake-throughs, in areas such as diabetes and weight loss, to panel […]Read More
Observations from Vitafoods Asia:
Probiotic Growth Calls For Clear Subcategory Definitions
All the probiotic products on display at Vitafoods Asia in September was a very good reminder of the quick growth and diversification of the probiotic category into sub segments.Read More
The challenges of marketing probiotics
by HMT’s US partner David Gauger
Branding and messaging probiotic products present unique challenges. How to find position your brand smart? How to resonate with consumers in a crowded market? How to communicate the functional benefits without crossing the line into unsubstantiated health claims?Read More