Waag Society develops creative technology projects but lacked a clear identity. Bohemia Amsterdam helped Waag Society develop a brand strategy with a vision, mission, and values. The strategy included 7 "Big Brand Moments" to focus communications and bring attention to Waag Society's core values. The BBM model was then used successfully for Waag Society projects like the Designers & Artists 4 Genes Award and Fairphone Project.

1. B2B Strategy Case
Waag Society
Get in front
Client Personnel: Marleen Stikker
Klaas Hernamdt
Bohemia Amsterdam | 10-11-2011
Bohemia Personnel: Marco de Boer
Victor Neyndor

2. Situation
Waag Society develops creative technology for social innovation.
Because of their many varied projects, Waag Society has a
confusing image to the outside world. e hyperactive Waag
Society is able to handle 70 projects or more a year without
any problems.
Bohemia Amsterdam | 10-11-2011

3. Target
Waag Society needs a unified and clear identity to be more
visible and claim its central space in innovation.
Target group
Stakeholders such as project partners, governments & funders
and the public.
Bohemia Amsterdam | 10-11-2011

4. Strategy
Step 1: Vision, Mission and Proposition
Bohemia Amsterdam and Waag Society Sta worked out
together a strong Vision, Mission and Proposition in three
sessions to inspire team, project managers and a liates.
Bohemia Amsterdam | 10-11-2011

5. Strategy
Step 2: Brand Essence
We worked from the heart of the Waag Society. e second step
was to conduct some extensive and in-depth sessions with key
people within the Waag Society.
en, Bohemia Amsterdam, Waag Society Sta and all
employees involved, determined their brand essence in these
core values: Engaging, Creative, Connecting, Headstrong and
Open.
Bohemia Amsterdam | 10-11-2011

6. Strategy
Step 3: BBM’s
Based on the insights, Bohemia Amsterdam advised and
implemented seven so-called Big Brand Moments (BBM).
A Big Brand Moment makes it easier for a company to focus
their communication based on their core values.
In other words;
a Big Brand Moment gets the communications budget to bring
Bohemia Amsterdam | 10-11-2011
the core values to the attention of the target group at the right
scheduled moment.

7. vb. project naam
Communicatieplanning
1. Communicatiegroepen B2B Business 2 Business B2C Business 2 Consumer Consumer 2 Consumer Intern
vb. B2B 1 = Premsela vb. B2C 2 = Nederlandse ontwerpers vb. C2C 3 = Twitter account vb. Waagbreed = Waagbreed presentatie
Direct betrokkenen B2B 1 B2C 1 C2C 1 Management
Innercircle B2B 2 B2C 2 C2C 2 Projectleiders
N
Iedereen B2B 3 B2C 3 C2C 3 Waagbreed
E
Intern Extern Tussentijdse Extern en intern Event / BBM Evaluatie
Evaluatie
2. Aan Wie
M
vb. B2B1
I
3. Wanneer Datum = 0
(weken*)
C
* afhankelijk van
omvang project
Event
E
4. Hoe
P
Middelen
Externe project site
S
Waag,org site
Event kalender
Nieuwsbrief ☛
Persbericht ☛ ☛

8. ☛

9.
Continue Continue
Facebook ☛ Medium Medium
Twitter ☛
Bohemia Amsterdam | 10-11-2011
Programmaboekje
Direct mailing
Advertentie
Posters
Flyer
Uitnodiging
Presentatie
Whitepaper
5. Actie wie
- Datum van
uitvoering

10. Case DG4GA
e BBM communication model is embraced by Waag Society
and in use for the Designers & Artists 4 Genes Award.
O cially started the Award as a pilot for a year in which
Waag Society collaborated with the Netherlands Genomics
Initiative to push the recognition of genomic research in the
Netherlands.
By scheduling all contact moments with team members,
associates and press, the Designers & Artists 4 Genes Award got
Bohemia Amsterdam | 10-11-2011
more attention than expected. e contest and the winners were
an news item still months a er the award show and the second
Designers & Artists 4 Genes Award has just been awarded.

11. Case Fairphone
e BBM communication model is also used by Waag Society for
the introduction of the Fairphone Project. Needless to say this is
a big success because of the contemporary subject and the
controlled communication.
Bohemia Amsterdam | 10-11-2011