BECOMING THE GLOBAL EXPERT IN CHOLESTEROL LOWERING BRAND REPOSITIONING & GLOBAL ROLL OUT CASE STUDY: GLOBAL BRAND STRATEGY CONSULTANTS FOR THE NUTRITION INDUSTRY The Challenge 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... The Approach HMT performed a Strategic Roadmapping together with Benecol. We tested brand scenarios with consumers, and found different results in different countries. Based on Wennstrom’s FourFactors®

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