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Tim Koekkoek starts as Managing Partner of Blauw Brand & Campaign

Blauw is taking a big step into the future of brand and campaign research with the establishment of a new practice entirely focused on AI, Analytics and technically innovative solutions within Branding & Marketing ROI. Tim Koekkoek started as Managing Partner of Blauw Brand & Campaign on February 1 and will lead this strategic expansion.

RISE award for Blauw Research

Blue winner of RISE award

On the Esomar stage in Athens, we received the RISE award from Dynata. RISE, which stands for "Recognizing Innovation in Survey Engagement," is an initiative of Dynata with the aim of improving the level of questionnaires. The RISE score is calculated across three areas of respondent impact (Efficiency, Engagement and Trust) and eight different variables.

Growth with Gen z

Explosive growth thanks to Gen Z

Many brands fear losing relevance as Gen Z matures. Over the past year, we've done intensive research on this target group. Our conclusion? Gen Z offers brands a unique opportunity to grow.

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Grow your brand power with these 3 building blocks

Coca-Cola. Albert Heijn. Nike. When do you think of these brands, what do you feel and what is the behavior you are going to exhibit? The more moments a brand name evokes in the consumer's brain, the more positively charged and familiar, the more effective the brand's branding is: people are going to look for the brand, consider it, buy it.

One strong front from category and branding

In three years, all of the Netherlands should be buying my brand. Sounds like an unrealistic future dream of a marketer, perhaps. But when you have the right insights, it is possible. Start with the question: what is currently preventing consumers from buying my brand? And then: how can I remove these barriers from the unique strength of the brand?

How do you determine your category strategy?

We recently received the fantastic news that we may conduct a comprehensive usage and attitude study for a new client. Who? We're keeping that a secret for now. As with any new relationship, we like to stay in our own bubble for a while!

A brand tracker that really moves your brand forward

The brand tracker, has been the tool to measure and track the development of your brand power for years. Marketers have a "love-hate" relationship with it. Brand trackers are "flatliners" or "they put you to sleep" are often expressed comments. And what does Top Of Mind Awareness really say about sales? Plenty of questions and concerns around how we measure brand effects.

From Mindstate to Marketing

How important is a consumer's mindstate at the time of choosing your product or service? To exaggerate: in daily life, we reside more or less continuously in a "state of distraction. In such a mode, it is almost impossible to make conscious and rational choices.

National Customer Engagement Monitor provides sharpened insight and great discussions

The Platform for Customer-Driven Business (PVKO), together with Blauw, organized an online Roundtable on Thursday, July 16, to delve deeper into the results of the National Customer-Driven Monitor (NKM) 2020. This annual study once again provides valuable insights on how customer-driven organizations are and what factors influence this. In this blog, we report on the in-depth study and the input from participating professionals from ABN-AMRO Insurance, Achmea, DHL Express, ING, Interpolis, Schiphol, TUI and Vivat, among others.

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Jos Vink
CEO

+31 6 2461 2921

Jos.Vink@blauw.com

Jos Vink CEO Blue

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