The globally leading system for consumer & brand driven innovation in food & health
How to become a winner in the healthy marketing game?
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 Success to give you a practical ‘back of an envelope’ checklist that takes the guesswork out of food and health marketing.
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.
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.
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?
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.
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.
Learn More About The FourFactors®
Latest News
Plant-based Food: The Evolution of a Trend and Marketing in the Mainstream
Cultural analysis from HMT ConsumerLab in collaboration with Lund University
by Svea Anstis
Nutritional Myths: How they spread and why we can’t let go of them
Cultural analysis from HMT ConsumerLab in collaboration with Lund University
By Kübra Camur
Online FourFactors®️ Training with 20 SME’s
via Thailand Food Innopolis
In August we helped 20 Thai SME’s to develop their strategic road-mapping so that they can get a head start with our FouFactors® Methodology.
Read More
HMT ConsumerLab has joined Instagram!
Follow HMT insight team on instagram @thehmtab ! By following you’ll always be able to stay updated on the latest trends, what they are doing on a daily basis, and how the insights team can help you with your branding.
Read More
The Green Dairy (part of Bofood AB) Brand Identity:
How we bridge brand equity through design
“When creating the brand identity for The Green Dairy we worked to bridge the brand equity into creative expressions and design based on the brand positioning, its target audience and market entry strategy established by HMT’s strategy team.” ——Felicia Wennström, CD and head of HMT Creative
Read More