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Brand re-positioning case study:
The Only Good Animal Probiotics Brand

With the new Master Brand Positioning Blueprint and Brand Architecture the new brands OnlyGoodDog®, OnlyGoodHorse® and OnlyGoodCat® entered the creative makeover process at the beginning of 2019. Through the guidance of HMT Creative we helped to fast-forward an otherwise lengthy and complex process. We aligned the strategy with design execution, as well as helping in selecting partners for PR, Social Media, Website/Digital, and Influencer-marketing. The result: The OnlyGoodDog® brand was set to launch in only six week’s time.

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. 


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.

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.

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...