{"id":8581,"date":"2024-10-13T09:31:47","date_gmt":"2024-10-13T09:31:47","guid":{"rendered":"https:\/\/www.blauw.com\/case\/de-baak\/"},"modified":"2026-10-29T15:44:40","modified_gmt":"2026-10-29T15:44:40","slug":"de-baak","status":"publish","type":"case","link":"https:\/\/www.blauw.com\/en\/case\/de-baak\/","title":{"rendered":"De Baak"},"content":{"rendered":"\t\t
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Homepage<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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De Baak<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Brand positioning for de Baak: sharp and relevant for growth.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Case Information<\/h2>\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tClient<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tDe Baak<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tType<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tBrand & Campaign<\/span><\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tSector<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tEducation and Training<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tDate<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t2024<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tCan you reach new audiences without diluting your brand? Here\u2019s what De Baak can teach you. <\/span>\t\t\t\t<\/div>\n\t\t\t\t
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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. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The Question<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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What was de Baak's initial question?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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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. <\/p>

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. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The Challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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How to make a strong brand relevant to a broader audience?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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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. <\/p>

The research needed to provide answers on how de Baak could best stand out in the market and ensure more people consider their brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The approach<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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From assumptions to data-driven choices.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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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\u2019s marketing team and advertising agency Dawn. <\/p>

This shortlist was subsequently validated quantitatively among a broader audience to ensure data-driven decisions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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”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.” <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\tJustine Passera \u00b7 Marketing & Communications Manager \u00b7 De Baak<\/span>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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<span data-metadata="\"><\/span><span data-buffer="\"><\/span>The result<\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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A strong foundation for effective campaigns.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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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. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Consequence of the Result<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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How the insight led to action.<\/h2>\t\t\t\t<\/div>\n\t\t
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Increase brand relevance.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Challenge existing assumptions about your target audience to gain insight into perceptions that hinder growth, and adapt your communication based on the results.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Optimise your campaign concepts.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Utilise validated Category Entry Points (CEPs) and Distinctive Brand Assets (DBAs) as building blocks for creative concepts that resonate with your target audience.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Measure the impact of your positioning.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Conduct a baseline measurement before the campaign and re-evaluate results afterward to quantify the effectiveness of your refined brand positioning and continuously improve.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Integrate research into creation.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Ensure a tripartite collaboration between the brand, research agency, and advertising agency to facilitate a seamless translation process from insight to creative execution.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Related cases.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tView all case studies<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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