In this course, I will guide you through the foundations of The FourFactors® Brand Acceleration System and walk you through a step-by-step framework for developing a successful brand positioning.

I will show you how to use the FourFactors® Brand Acceleration System as a framework to:

  • Analyse trends correctly
  • Choose the right Innovation space
  • Choose the right market entry strategy
  • Target the right consumer motivation
  • Find a differentiating position for your brand

By the end of the course, you will have an absolute clear picture of where you are today in relation to your consumer, competition and trends and a comprehensive understanding of the space you should choose to be in the future and how to progress to that position.

Simply put, you will:

  • Increase your chances of success when launching a new brand or product
  • Unlock insights on how your brand can connect to the consumers
  • Gain clarity and confidence of which direction to take
  • Have focus to work with less, more powerful concepts


“HMT brought a lifecycle segmentation view on health, which was new for Coke. Today, when I teach or in many of the cases I see across sectors, this is one of the best B2B2C models I know”

-- Michele Kellerhals,

Former Director R&D Functional Ingredients

Coca-Cola Europe

Course Curriculum

  Introduction to this Course
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  How do Consumers Think? The FourFactors® approach
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  The FourFactors® Brand Acceleration System
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  Understanding WHERE are you playing
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  Defining WHERE TO PLAY and HOW TO WIN
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  What is NEXT?
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Your Instructor


Hi, I’m Peter Wennström

I'm the founder and lead consultant at HMT. With over 25 years of experience in international brand management and consultancy in nutrition, health and wellness, I have set up HMT in 2007 with the mission to bring healthier brands and healthier business to its customers in the global nutrition industry.

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“We had world class science, but we didn’t know how to tell our story to create the value we saw in the company.”

-- Björn Öste,

Co-founder of Oatly