De Baak
Brand positioning for de Baak: sharp and relevant for growth.
Case Information
This brand positioning research for de Baak demonstrates how to appeal to a broader audience without losing core values. By identifying Category Entry Points (CEPs) and Distinctive Brand Assets (DBAs), you discover which elements resonate with new target groups. This allows you to make informed decisions for an effective campaign, driving brand activation and growth.
The Question
What was de Baak's initial question?
For 75 years, training institute de Baak has supported individuals in leadership and personal development. While boasting a solid track record, they now operate in a competitive landscape.
Attracting a broad audience, including managers, other professionals, and a younger demographic, presents a significant challenge. De Baak aims to refine its brand positioning to remain relevant for today’s professionals and to develop a new campaign.
The Challenge
How to make a strong brand relevant to a broader audience?
De Baak wanted to identify the most promising Category Entry Points (CEPs) and Distinctive Brand Assets (DBAs) to appeal to a wide audience. A key question was how to sharpen their visual identity and brand positioning, then use this as a foundation for a new advertising campaign.
The research needed to provide answers on how de Baak could best stand out in the market and ensure more people consider their brand.
The approach
From assumptions to data-driven choices.
The research began with a qualitative phase, examining all potential CEPs and DBAs in four focus groups. These insights were then solidified in a shortlist session with de Baak’s marketing team and advertising agency Dawn.
This shortlist was subsequently validated quantitatively among a broader audience to ensure data-driven decisions.
”We know we need to differentiate ourselves even more in the market to stand out. That’s why we wanted to understand how people currently perceive de Baak, how well-known we are, and how we can ensure more people consider our brand and choose de Baak. Blauw Research’s positioning study gave us those answers.”
<span data-metadata=""><span data-buffer="">The result
A strong foundation for effective campaigns.
De Baak’s refined brand positioning and the resulting campaign are already showing concrete results. Since their launch in June, they have seen an increase in participants, website visitors, and registrations. This demonstrates that data-driven choices have a direct positive impact on the brand’s appeal and target audience activation.
Consequence of the Result
How the insight led to action.
Increase brand relevance.
Challenge existing assumptions about your target audience to gain insight into perceptions that hinder growth, and adapt your communication based on the results.
Optimise your campaign concepts.
Utilise validated Category Entry Points (CEPs) and Distinctive Brand Assets (DBAs) as building blocks for creative concepts that resonate with your target audience.
Measure the impact of your positioning.
Conduct a baseline measurement before the campaign and re-evaluate results afterward to quantify the effectiveness of your refined brand positioning and continuously improve.
Integrate research into creation.
Ensure a tripartite collaboration between the brand, research agency, and advertising agency to facilitate a seamless translation process from insight to creative execution.
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What are Category Entry Points (CEPs) in brand research?
CEPs are the moments and needs that prompt someone to think of a product category or brand. By researching these ‘trigger’ moments, you discover how to make your brand more relevant to potential customers and reach them more effectively in different situations.
How do Distinctive Brand Assets (DBAs) help differentiate your brand?
DBAs are the unique visual or verbal elements that make your brand instantly recognisable. By analysing which DBAs have the most potential, you strengthen your brand identity and ensure your brand stands out and is remembered in a competitive market.
Why is collaboration with an advertising agency crucial for positioning research?
Close collaboration between a research agency, the client, and an advertising agency ensures that research results are directly translated into concrete campaign concepts. This guarantees that the final campaign is not only creative but also effective and data-driven, preventing wasted marketing budget.
WHAT’S BEHIND YOUR NUMBERS?
Add qualitative depth to your next study, or use BlauwTalk on its own to dig deeper into a specific question.
