Background: From broad awareness to sharp positioning
At EFFDay 2025, Sweden’s leading forum for marketing effectiveness, Hemköp and Nepa presented a case that stood out. It wasn’t about doing more—it was about doing what matters.
Camilla Austad, Head of Brand at Hemköp, and Dora Harman Bromée, Senior Analyst at Nepa, shared how a focused brand strategy, backed by the right data, helped Hemköp cut through the noise and build a stronger, more recognisable brand.
The challenge: Strong awareness, but unclear meaning
Hemköp was a well-known name. But when consumers were asked what the brand actually stood for, few had a clear answer.
The team chose focus over volume. Instead of spreading efforts across multiple directions, Hemköp brought brand development in-house. That gave the internal team ownership—and the confidence to make braver, smarter decisions.
The turning point: The Brand Asset Study
A key milestone was Nepa’s Brand Asset Study—a deep analysis of what made Hemköp truly distinctive in a competitive landscape.
By examining elements like colours, logos and symbols, the study uncovered clear opportunities for differentiation:
- Hemköp’s logo performed strongly.
- The brand’s existing colour palette, however, overlapped with competitors.
- A red and pink combination stood out and could be owned by Hemköp.
- Applying this identity consistently across all channels improved recognition dramatically.
This insight replaced guesswork with direction. Instead of launching isolated campaigns, Hemköp committed to a long-term, unified brand expression—rooted in what made them different.
Staying focused while evolving
Markets change. But Hemköp didn’t start over—they adapted. With support from Nepa’s ongoing measurement and analysis, the in-house team refined what worked, adjusted where needed, and stayed on course.
It was a clear example of evolving a brand without losing focus.
The results: Recognition that drives action
By staying consistent and insight-led, Hemköp delivered measurable improvements in brand performance:
- +40% in ad recall
- +38% in brand attribution
- +13% in ad liking
- +11% in purchase intent
Key takeaways for marketing leaders
This collaboration offers a blueprint for marketers ready to build brands with intent:
- Own your direction
Bring strategy and creative closer to the team. Internal clarity leads to external strength. - Invest in brand assets
A Brand Asset Study reveals what’s truly yours—and how to make it work harder. - Focus beats frequency
Consistency creates recognition. Say no to distractions, yes to long-term impact. - Evolve without restarting
Keep what works. Adapt with discipline. Growth comes from learning, not guessing. - Let data lead the way
Track what matters. Use insights to sharpen strategy and improve over time.
Want your brand to stand out?
Hemköp and Nepa built distinction through focus and evidence. Now it’s your turn.
Let’s connect.
We help brands grow through insights that drive action—fast, and every day. Get in touch with us!
Published on: 5TH SEP 2025