25 June 2019
How Brands Are
One brand is not the other. But the principles behind brand growth are the same for all brands. Sharp’s How Brands Grow carries that name with a reason and is mainly about the latter. In other words, behind the growth of Alfa Romeo and Volkswagen are the same principles. Although no one will claim that a Volkswagen is the same as an Alfa Romeo. Volkswagen has a different memory structure than Alfa Romeo. In short: a different brand.
20 June 2019
The Sharp sharia: Kotler is dead
More often the books How Brands Grow by Byron Sharp are being mentioned. The marketing conversations are more and more about penetration and mental availability. Not weird, because in the meantime it is a standard on the booklist of every self-respecting marketing education. And especially now you hear more about it. Because this is the time for the plan making for 2020.
28 May 2019
UEFA Europa League Infographic
We have been researching global sponsorships since 1999. Based on a recent study in 20 markets worldwide we have gathered interesting facts about the UEFA Europa League, including interest levels and media consumption.
12 March 2019
Stop With Why
The world of research derives much of its raison d’être from the question “why”. No-one has ever been called stupid for asking “Don’t we first need to know why the consumer wants this?” You can’t say no to that. And yet I’m doing it myself today. Because asking the question “why” can often wrongfoot you. Why? I look at three reasons in this blog.
4 March 2019
Formule E Insights
Formula E is becoming more and more popular. The results from our global research show that interest levels outside Europe are considerably higher than in Europe. Formula E will visit two big cities in China, which is one of the top 5 countries with regard to Formula E popularity.
7 December 2018
Lesson #1 in advertising: Where is it going wrong?
It was once referred to as “the Better Call Apeldoorn effect”: fantastic commercials that are promoting competitors, or at best the category in general. Because you don’t actually find out what company the ad is promoting until the very end. In this case, it’s the insurance company Centraal Beheer.
29 November 2018
Formula One 2018 Insights
With the Grand Prix of Abu Dhabi, the Formula One 2018 season has come to an end. Lewis Hamilton – who already won the world championship a few weeks earlier in Mexico – finished his season in style by winning the final race.
9 November 2018
UEFA Champions League Insights
Blauw Research has been working on research related to UEFA Champions League since 2000. We measure the impact of sponsorships for Heineken, PepsiCo and Nissan and we keep track of the developments of consumer behaviour with regard to following Champions League.
5 November 2018
The Sharp doctrine: piss off with your purpose
Did Byron Sharp really say that? No. But it makes quite a good title for a blog, I thought. And I didn’t just pluck it out of thin air. Because at the very least you could say that Byron Sharp ignores the importance of a purpose for a brand in his books and therefore undervalues it. And the fact that he doesn’t write about it in his books on growing brands, what can you infer from that? And how could you, or perhaps should you, view that in terms of How Brands Grow?
4 October 2018
The “greedy search” for the optimum product design
A product is made up of many different characteristics. Hair dryers, for example, are available in various shapes and colours with different attachments, heat settings and motor types. Each of these characteristics affects the customer’s decision as to whether or not to buy.
1 October 2018
The Sharp doctrine: is segmentation really pointless?
“Target the market” is a much vaunted quote from Byron Sharp. And as often happens with quotes, they sometimes take on a life of their own. After a while, the context in which you read or heard it disappears. And once other people’s experiences and opinions are also thrown into the mix, at some point what you’re left with is that segmentation is pointless. Except that’s too simplistic and not entirely correct.
18 September 2018
Research into brand sounds
Being highly recognisable is of vital importance, Byron Sharp concludes, and yet many brands handle their brand assets irresponsibly. You can read more about this in the book Building Distinctive Brand Assets , which contains a section on the power of sound in branding. The importance of brand sounds is set to increase, which is why we have done some research into this subject.
30 August 2018
The Sharp-doctrine: there's no such thing as loyalty
In conversations and discussions about How Brands Grow, you sometimes come across persistent misunderstandings. To name but three: 1. Sharp states that loyalty does not exist 2. Sharp says that segmentation is nonsense 3. Sharp ignores the purpose of a brand
4 July 2018
Book Summary Building Distinctive Brand Assets
'Building Distinctive Brand Assets' is a new book in the series How Brands Grow. It is written by Jenni Romaniuk, co-author of the second book by Byron Sharp. We have written a summary of this book, which you can download here for free.
22 June 2018
How Brands Grow at every level
Perhaps well known, but still always very indicative: the Tropicana case. A mistake that cost 23 million. It is certainly relevant now that the latest How Brands Grow book is out: Building Distinctive Brand Assets.
19 June 2018
Persona’s in segmentation research: a task apart
There is a debate currently raging on Twitter on the advantages and disadvantages of personas. Alan Klement, the author and expert on the Job-to-be-done (JTBD) theory, makes the case against personas because the naming and locations often do not reflect the most important elements of a demand segment (persona) although they are the most exciting in terms of communication.
15 February 2018
Innovation leads to exponential growth
As an organisation, you want to know what your future looks like. It is sometimes said that ‘The best prophet for the future is the past’.
2 February 2018
Innovation: what choices help you as a business?
Whether or not to innovate is not a choice; organisations that do not innovate cannot justify their existence. How and when you innovate in your business is a choice, however.
1 December 2017
Nissan gives Intelligent Mobility boost by sponsoring Formula E
The Formula 1 season has just ended, but there’s no need for race fans to be bored. Next week, the third season of Formula E begins.
28 November 2017
How popular is the Champions League now?
Following the winter break, there are no longer any Dutch clubs remaining in the knock-out phase of the Champions League. And it may be that Feyenoord was provisionally the last Dutch participant.
20 November 2017
Euros create boost for women’s and girls’ football
This year, no-one could have missed the huge growth in women’s and girls’ football. Along with the KNVB, we have been monitoring the developments in the sport since 2014.
5 October 2017
Brand salience: attraction and mind presence at the right moment
The way we look at brand growth has changed in recent years. Attraction is currently the most important metric in research.
2 June 2017
Foresight Streaming: Being succesful by looking into the future.
How do you ensure that in this fast moving world, you remain one step ahead of the rest? If you could only gaze into a crystal ball, so that you could find out precisely where your growth opportunities lie...
29 May 2017
The solution to obtaining more and better feedback from your customers
Everyone knows them well, those emails in which companies ask for your opinions. “How many stars is your purchase worth?” “What do you think of our product?” “What did you think of your conversation with customer service?”
28 March 2017
Measuring the value of your brand
Brand equity or brand value, the value of your brand, is a vague concept.
14 March 2017
From satisfied to enthusiastic worker
You know the sensation: that warm feeling you sometimes get after a day's work. You switch off your computer and end your day with a satisfied feeling because everything went as it was supposed to.
27 January 2017
Communication research for the government
Blauw Research is now a research partner for communication research for the National Government.
26 January 2017
Association of Directors give their views on introducing new competition format
Op basis van de input van bestuurders van voetbalverenigingen heeft de KNVB het proces van invoering van nieuwe wedstrijdvormen voor pupillen vormgegeven.
11 November 2016
AH XL online community to share customer experiences
Blauw has set up a temporary online community especially for the new AH XL store in Purmerend with 100 to 150 customers.
2 November 2016
The Future of Sponsoring Research
Every half year, Blauw meets with its three UEFA Champions League (UCL) sponsoring partners.
31 October 2016
Do you sometimes have a wire loose?
There was a major fuss recently. It was announced that the iPhone 7 would have no traditional 3.5 mm input to connect earphones with a cable! It was called Apple's biggest mistake ever and led to a great deal of publicity.
20 October 2016
Sprinting to the ultimate goal
Quick, quicker, quickest! Agile working teams or scrum teams, are hot. Because with agile working you can develop something which responds to the market in a very short time. But working quicker can also be a disadvantage.
26 September 2016
Innovation at Blauw: the Lab and start-ups!
Digital and mobile developments, clients with agile working methods, groundbreaking philosophies such as How Brands Grow, Big Data, Digital Analytics.
20 September 2016
Blauw Research launches agile research label: SPRINT
SPRINT offers scrum teams solutions to integrate market research within agile projects.
5 September 2016
Community research is… qualitative research with a quantitative twist
At Blauw Research, we do all kinds of research. Some of our projects are heavier on the qualitative and others are heavier on the quantitative, but we do it all.
16 June 2016
How 3x3 leads to 27 times flow
Allow three motivated parties, each with their own expertise and talents, to combine their strengths toward one higher common goal and the result can be tremendous.
14 June 2016
Can you make better predictions than a monkey?
Let’s say. You have the idea to let families goes on their holiday to France in a self-driving car. They arrive more relaxed and - more likely - their journey was more safe. An innovative idea, don’t you think?
8 June 2016
Anke Bergmans selected as Bureau researcher of the Year
As is customary every year, the MOAwards are handed out on the beach at Zandvoort. Anke Bergmans took the prize of Bureau Researcher of the Year back to Rotterdam.
8 March 2016
Brandtracking, Byron Sharp-way
Marktplaats called Blauw for a brand tracker, but actually wanted insights which they could use directly. The research bureau decided to get the ball rolling and to exchange classical brand measurement.
14 September 2015
iBeacons link digital and physical world
iBeacons are often no more than a few centimetres in size and consist of a transmitter and a battery. And, just like a buoy or a lighthouse, they transmit a simple signal.