HMT Webinar: how to build successful brand narratives

Today I had the pleasure to host a webinar on one of my favorite topics that is around the understanding of consumer belief systems, how to decipher them and how to connect with them. I have the benefit of my previous work experience which has been a mix between B2C and B2B marketing, so I have always been short of between the two worlds. The understanding of consumers and identifying the narratives which emerge might seem at first sight most relevant for B2C marketing, but I can tell you that it is also crucial for those B2B brands who are looking to differentiate in a sea of sameness. This is especially true in the post pandemic world where we have seen an unprecedented disruption in brand loyalty.

At HMT, we have long felt the attraction towards cultural analysis to deepen consumer understanding that goes beyond what the power of big data. Therefore, we have been working with the Masters of Applied Cultural Analysis at Lund University Sweden for more than 10 years now. So, we were joined at our webinar by a very special guest speaker Prof. Håkan Jönsson from the Department of Arts & Cultural Sciences of Lund University and one of the founders of the Masters of Applied Cultural Analysis program.

Prof. Jönsson told us that it’s really important to realize that your customers’ kitchen counter/ medicine cabinet (feel free to adapt to your business) and values are NOT identical (and probably not even similar) to yours. And big data and science is of course extremely important, but you need to add solid cultural understanding when approaching innovation. We must also realize that food is now part of the lifestyle industry (raise your hand if you have ever shared a picture of food with your friends and family!). It is important to understand your brand’s role in the consumers’ lives: upstairs or downstairs? And support them with both your product AND your brand.

According to the 2022 Edelman Trust Barometer, 61% of those interviewed, say business is the most trusted institution to take action and consumers expect more business engagement in big societal issues. In HMT we believe in brands that drive change and lead the movement in their categories. In brands that make an impact. Be such a brand. And if you need help, remember we are always up for a good challenge!


Thoughts and feedback always welcome at


This blog post is published by


Partner Marketing Communications
& Senior Strategy Consultant at the HMT

Maria is a passionate marketer with more than 14 years of experience in marketing & communications in both multinational and local companies, always in the area of health and nutrition, in B2C and B2B space.

Prior to joining HMT, Maria held key marketing and leadership roles at Danone, Novartis Consumer Health and DSM. She defines herself as a ‘consumer advocate’, championing that consumer perspective throughout her professional career.

Maria´s expertise varies from messaging and communication to branding and positioning. To add to that, she is passionate about all things digital and currently responsible, amongst other things, for HMT’s own content, digital channels and communications to the world.