![{"text":"Merkstrategie"}]!!!
!{"ab":false,"abStatus":null,"abTestId":null,"abVariation":false,"abVariationAutomated":false,"absoluteUrl":"https://endeavour.nl/cases/swaan-merkstrategie","afterPostBody":null,"aifeatures":null,"allowedSlugConflict":false,"analytics":null,"analyticsPageId":"186102765463","analyticsPageType":"blog-post","approvalStatus":null,"archived":false,"archivedAt":0,"archivedInDashboard":false,"areCommentsAllowed":true,"attachedStylesheets":[],"audienceAccess":"PUBLIC","author":null,"authorName":null,"authorUsername":null,"blogAuthor":{"avatar":"","bio":"","cdnPurgeEmbargoTime":null,"cosObjectType":"BLOG_AUTHOR","created":1740142694960,"deletedAt":0,"displayName":"Carlo Hagenaar","email":null,"facebook":"","fullName":"Carlo Hagenaar","gravatarUrl":null,"hasSocialProfiles":false,"id":186434640708,"label":"Carlo Hagenaar","language":"nl-nl","linkedin":"","name":"Carlo Hagenaar","portalId":8736211,"slug":"carlo-hagenaar","translatedFromId":null,"translations":{},"twitter":"","twitterUsername":"","updated":1740142694960,"userId":null,"username":null,"website":""},"blogAuthorId":186434640708,"blogPostAuthor":{"avatar":"","bio":"","cdnPurgeEmbargoTime":null,"cosObjectType":"BLOG_AUTHOR","created":1740142694960,"deletedAt":0,"displayName":"Carlo Hagenaar","email":null,"facebook":"","fullName":"Carlo Hagenaar","gravatarUrl":null,"hasSocialProfiles":false,"id":186434640708,"label":"Carlo Hagenaar","language":"nl-nl","linkedin":"","name":"Carlo Hagenaar","portalId":8736211,"slug":"carlo-hagenaar","translatedFromId":null,"translations":{},"twitter":"","twitterUsername":"","updated":1740142694960,"userId":null,"username":null,"website":""},"blogPostScheduleTaskUid":null,"blogPublishInstantEmailCampaignId":null,"blogPublishInstantEmailRetryCount":null,"blogPublishInstantEmailTaskUid":null,"blogPublishToSocialMediaTask":"DONE_NOT_SENT","blueprintTypeId":0,"businessUnitId":null,"campaign":null,"campaignName":null,"campaignUtm":null,"category":3,"categoryId":3,"cdnPurgeEmbargoTime":null,"checkPostLevelAudienceAccessFirst":true,"clonedFrom":null,"composeBody":null,"compositionId":0,"contentAccessRuleIds":[],"contentAccessRuleTypes":[],"contentGroup":184046408737,"contentGroupId":184046408737,"contentTypeCategory":3,"contentTypeCategoryId":3,"contentTypeId":null,"created":1739435113709,"createdByAgent":null,"createdById":71527336,"createdTime":1739435113709,"crmObjectId":null,"css":{},"cssText":"","ctaClicks":null,"ctaViews":null,"currentState":"PUBLISHED","currentlyPublished":true,"deletedAt":0,"deletedBy":null,"deletedByEmail":null,"deletedById":null,"domain":"","dynamicPageDataSourceId":null,"dynamicPageDataSourceType":null,"dynamicPageHubDbTableId":null,"enableDomainStylesheets":null,"enableGoogleAmpOutputOverride":false,"enableLayoutStylesheets":null,"errors":[],"featuredImage":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Swaan3.jpg","featuredImageAltText":"Swaan","featuredImageHeight":1280,"featuredImageLength":0,"featuredImageWidth":1280,"flexAreas":{},"folderId":null,"footerHtml":null,"freezeDate":1740401302000,"generateJsonLdEnabledOverride":true,"hasContentAccessRules":false,"hasUserChanges":true,"headHtml":null,"header":null,"htmlTitle":"Een merk dat voelt als thuis","id":186102765463,"includeDefaultCustomCss":null,"isCaptchaRequired":true,"isCrawlableByBots":false,"isDraft":false,"isInstanceLayoutPage":false,"isInstantEmailEnabled":false,"isPublished":true,"isSocialPublishingEnabled":false,"keywords":[],"label":"
Een merk dat voelt als thuis","language":"nl-nl","lastEditSessionId":null,"lastEditUpdateId":null,"layoutSections":{},"legacyBlogTabid":null,"legacyId":null,"legacyPostGuid":null,"linkRelCanonicalUrl":"","listTemplate":"","liveDomain":"endeavour.nl","mab":false,"mabExperimentId":null,"mabMaster":false,"mabVariant":false,"meta":{"attached_stylesheets":[],"featured_image_height":1280,"featured_image_width":1280,"post_summary":null,"has_user_changes":true,"last_edit_session_id":null,"last_edit_update_id":null,"html_title":"Een merk dat voelt als thuis","tag_ids":[186522504827],"topic_ids":[186522504827],"campaign_name":null,"campaign_utm":null,"enable_google_amp_output_override":false,"featured_image":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Swaan3.jpg","featured_image_alt_text":"Swaan","head_html":null,"is_crawlable_by_bots":false,"link_rel_canonical_url":"","meta_description":"Succesvolle rebranding van Stichting Kinderopvang Watergraafsmeer naar Swaan met een nieuwe merkpositionering, visuele identiteit en website die perfect aansluit bij de kernwaarden.","post_body":null,"public_access_rules":[],"public_access_rules_enabled":false,"use_featured_image":true,"publish_immediately":true,"layout_sections":{},"published_by_id":65756738,"published_at":1742309333404,"scheduled_update_date":0,"blog_publish_to_social_media_task":"DONE_NOT_SENT","rss_body":null,"rss_summary":null,"blog_post_schedule_task_uid":null,"header":null},"metaDescription":"Succesvolle rebranding van Stichting Kinderopvang Watergraafsmeer naar Swaan met een nieuwe merkpositionering, visuele identiteit en website die perfect aansluit bij de kernwaarden.","metaKeywords":null,"name":"
Een merk dat voelt als thuis","nextPostFeaturedImage":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Scharenborg1.jpg","nextPostFeaturedImageAltText":"Scharenborg","nextPostName":"De volgende stap voor Scharenborg","nextPostSlug":"cases/stepp-merkstrategie","pageExpiryDate":null,"pageExpiryEnabled":null,"pageExpiryRedirectId":null,"pageExpiryRedirectUrl":null,"pageRedirected":false,"pageTitle":"Een merk dat voelt als thuis","parentBlog":{"absoluteUrl":"https://endeavour.nl/cases","allowComments":true,"ampBodyColor":"#404040","ampBodyFont":"'Helvetica Neue', Helvetica, Arial, sans-serif","ampBodyFontSize":"18","ampCustomCss":"","ampHeaderBackgroundColor":"#ffffff","ampHeaderColor":"#1e1e1e","ampHeaderFont":"'Helvetica Neue', Helvetica, Arial, sans-serif","ampHeaderFontSize":"36","ampLinkColor":"#416bb3","ampLogoAlt":"","ampLogoHeight":0,"ampLogoSrc":"","ampLogoWidth":0,"analyticsPageId":184046408737,"attachedStylesheets":[],"audienceAccess":"PUBLIC","businessUnitId":null,"captchaAfterDays":7,"captchaAlways":false,"categoryId":3,"cdnPurgeEmbargoTime":null,"closeCommentsOlder":0,"commentDateFormat":"medium","commentFormGuid":"bae70553-d3ba-4425-97d8-ded04258b235","commentMaxThreadDepth":1,"commentModeration":false,"commentNotificationEmails":[],"commentShouldCreateContact":false,"commentVerificationText":"","cosObjectType":"BLOG","created":1734537769469,"createdDateTime":1734537769469,"dailyNotificationEmailId":null,"dateFormattingLanguage":null,"defaultGroupStyleId":"","defaultNotificationFromName":"","defaultNotificationReplyTo":"","deletedAt":0,"description":"Cases","domain":"","domainWhenPublished":"endeavour.nl","emailApiSubscriptionId":null,"enableGoogleAmpOutput":true,"enableSocialAutoPublishing":false,"generateJsonLdEnabled":true,"header":null,"htmlFooter":"","htmlFooterIsShared":true,"htmlHead":"","htmlHeadIsShared":true,"htmlKeywords":[],"htmlTitle":"Cases","id":184046408737,"ilsSubscriptionListsByType":{},"instantNotificationEmailId":null,"itemLayoutId":null,"itemTemplateIsShared":false,"itemTemplatePath":"easy-blocks-endeavour/templates/blog-post-case-details.html","label":"Cases","language":"nl-nl","legacyGuid":null,"legacyModuleId":null,"legacyTabId":null,"listingLayoutId":null,"listingPageId":184046408738,"listingTemplatePath":"","liveDomain":"endeavour.nl","monthFilterFormat":"MMMM yyyy","monthlyNotificationEmailId":null,"name":"Cases","parentBlogUpdateTaskId":null,"portalId":8736211,"postHtmlFooter":"","postHtmlHead":"","postsPerListingPage":7,"postsPerRssFeed":10,"publicAccessRules":[],"publicAccessRulesEnabled":false,"publicTitle":"Cases","publishDateFormat":"medium","resolvedDomain":"endeavour.nl","rootUrl":"https://endeavour.nl/cases","rssCustomFeed":null,"rssDescription":null,"rssItemFooter":null,"rssItemHeader":null,"settingsOverrides":{"itemLayoutId":false,"itemTemplatePath":false,"itemTemplateIsShared":false,"listingLayoutId":false,"listingTemplatePath":false,"postsPerListingPage":false,"showSummaryInListing":false,"useFeaturedImageInSummary":false,"htmlHead":false,"postHtmlHead":false,"htmlHeadIsShared":false,"htmlFooter":false,"listingPageHtmlFooter":false,"postHtmlFooter":false,"htmlFooterIsShared":false,"attachedStylesheets":false,"postsPerRssFeed":false,"showSummaryInRss":false,"showSummaryInEmails":false,"showSummariesInEmails":false,"allowComments":false,"commentShouldCreateContact":false,"commentModeration":false,"closeCommentsOlder":false,"commentNotificationEmails":false,"commentMaxThreadDepth":false,"commentVerificationText":false,"socialAccountTwitter":false,"showSocialLinkTwitter":false,"showSocialLinkLinkedin":false,"showSocialLinkFacebook":false,"enableGoogleAmpOutput":false,"ampLogoSrc":false,"ampLogoHeight":false,"ampLogoWidth":false,"ampLogoAlt":false,"ampHeaderFont":false,"ampHeaderFontSize":false,"ampHeaderColor":false,"ampHeaderBackgroundColor":false,"ampBodyFont":false,"ampBodyFontSize":false,"ampBodyColor":false,"ampLinkColor":false,"generateJsonLdEnabled":false},"showSocialLinkFacebook":true,"showSocialLinkLinkedin":true,"showSocialLinkTwitter":true,"showSummaryInEmails":true,"showSummaryInListing":true,"showSummaryInRss":true,"siteId":null,"slug":"cases","socialAccountTwitter":"","state":null,"subscriptionContactsProperty":null,"subscriptionEmailType":null,"subscriptionFormGuid":null,"subscriptionListsByType":{},"title":null,"translatedFromId":null,"translations":{"en":{"absoluteUrl":"https://endeavour.nl/en/cases-1","id":185174837871,"language":"en","masterId":184046408737,"name":"Cases","publicAccessRules":[],"publicAccessRulesEnabled":false,"slug":"en/cases-1"}},"updated":1740587785743,"updatedDateTime":1740587785743,"urlBase":"endeavour.nl/cases","urlSegments":{"all":"all","archive":"archive","author":"author","page":"page","tag":"tag"},"useFeaturedImageInSummary":true,"usesDefaultTemplate":false,"weeklyNotificationEmailId":null},"password":null,"pastMabExperimentIds":[],"performableGuid":null,"performableVariationLetter":null,"personas":[],"placementGuids":[],"portableKey":null,"portalId":8736211,"position":null,"postBody":null,"postBodyRss":"","postEmailContent":"","postFeaturedImageIfEnabled":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Swaan3.jpg","postListContent":"","postListSummaryFeaturedImage":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Swaan3.jpg","postRssContent":"","postRssSummaryFeaturedImage":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Swaan3.jpg","postSummary":null,"postSummaryRss":"","postTemplate":"easy-blocks-endeavour/templates/blog-post-case-details.html","previewImageSrc":null,"previewKey":"kxIWlWaX","previousPostFeaturedImage":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Overzichtspagina%20Ilips.jpg","previousPostFeaturedImageAltText":"BauWatch","previousPostName":"Een vernieuwde marktstrategie voor een bestaand platform","previousPostSlug":"cases/ilips-merkstrategie","processingStatus":"PUBLISHED","propertyForDynamicPageCanonicalUrl":null,"propertyForDynamicPageFeaturedImage":null,"propertyForDynamicPageMetaDescription":null,"propertyForDynamicPageSlug":null,"propertyForDynamicPageTitle":null,"publicAccessRules":[],"publicAccessRulesEnabled":false,"publishDate":1740401302000,"publishDateLocalTime":1740401302000,"publishDateLocalized":{"date":1740401302000,"format":"medium","language":null},"publishImmediately":true,"publishTimezoneOffset":null,"publishedAt":1742309333404,"publishedByEmail":null,"publishedById":65756738,"publishedByName":null,"publishedUrl":"https://endeavour.nl/cases/swaan-merkstrategie","resolvedDomain":"endeavour.nl","resolvedLanguage":null,"rssBody":null,"rssSummary":null,"rssSummaryFeaturedImage":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Swaan3.jpg","scheduledUpdateDate":0,"screenshotPreviewTakenAt":1742309334067,"screenshotPreviewUrl":"https://cdn1.hubspot.net/hubshotv3/prod/e/0/d30bc241-846e-47da-83eb-a67b70ae3836.png","sections":{},"securityState":"NONE","siteId":null,"slug":"cases/swaan-merkstrategie","stagedFrom":null,"state":"PUBLISHED","stateWhenDeleted":null,"structuredContentPageType":null,"structuredContentType":null,"styleOverrideId":null,"subcategory":"normal_blog_post","syncedWithBlogRoot":true,"tagIds":[186522504827],"tagList":[{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1740387514931,"deletedAt":0,"description":"","id":186522504827,"label":"Merkstrategie","language":"nl-nl","name":"Merkstrategie","portalId":8736211,"slug":"merkstrategie","translatedFromId":null,"translations":{},"updated":1740387514931}],"tagNames":["Merkstrategie"],"teamPerms":[],"templatePath":"","templatePathForRender":"easy-blocks-endeavour/templates/blog-post-case-details.html","textToAudioFileId":null,"textToAudioGenerationRequestId":null,"themePath":null,"themeSettingsValues":null,"title":"Een merk dat voelt als thuis","tmsId":null,"topicIds":[186522504827],"topicList":[{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1740387514931,"deletedAt":0,"description":"","id":186522504827,"label":"Merkstrategie","language":"nl-nl","name":"Merkstrategie","portalId":8736211,"slug":"merkstrategie","translatedFromId":null,"translations":{},"updated":1740387514931}],"topicNames":["Merkstrategie"],"topics":[186522504827],"translatedContent":{},"translatedFromId":null,"translations":{},"tweet":null,"tweetAt":null,"tweetImmediately":false,"unpublishedAt":0,"updated":1742309333407,"updatedById":65756738,"upsizeFeaturedImage":false,"url":"https://endeavour.nl/cases/swaan-merkstrategie","useFeaturedImage":true,"userPerms":[],"views":0,"visibleToAll":null,"widgetContainers":{},"widgetcontainers":{},"widgets":{"CTA_1":{"body":{"button_link":{"no_follow":false,"open_in_new_tab":false,"url":{"content_id":null,"href":"/strategie#merkstrategie","type":"EXTERNAL"}},"button_text":"Kom maar op","module_id":183424271956,"title":"Ook behoefte aan merkstrategie?"},"child_css":{},"css":{},"id":"CTA_1","label":null,"module_id":183424271956,"name":"CTA_1","order":37,"smart_type":null,"styles":{},"type":"module"},"Hero":{"body":{"description":"Liefdevolle zorg, ein-de-loos geduld en een flinke portie creativiteit. Verrassend hoeveel overeenkomsten een kinderopvang en een marketing agency eigenlijk kunnen hebben. Samen realiseerden we een succesvolle rebranding van ‘Stichting Kinderopvang Watergraafsmeer’ (SKW) naar ‘Swaan’.","header_variant":"split","image":{"alt":"Illustratie van spelende kinderen","height":1280,"loading":"lazy","max_height":1280,"max_width":1280,"src":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Header%20Image%20Swaan.png","width":1280},"labels":[{"link":{"no_follow":false,"open_in_new_tab":false,"url":{"content_id":null,"href":"/strategie#merkstrategie","type":"EXTERNAL"}},"text":"Merkstrategie"}],"module_id":183335801443,"small_link":{"no_follow":false,"open_in_new_tab":false,"rel":"","sponsored":false,"url":{"content_id":null,"href":"https://campaigns.endeavour.nl/cases","href_with_scheme":"https://campaigns.endeavour.nl/cases","type":null},"user_generated_content":false},"small_link_text":"Alle cases","title":"Een merk dat voelt als thuis"},"child_css":{},"css":{},"id":"Hero","label":null,"module_id":183335801443,"name":"Hero","order":17,"smart_type":null,"styles":{},"type":"module"},"Image_caption_1":{"body":{"description":"","image":{"alt":"Kinderopvang Swaan","height":1528,"loading":"lazy","max_height":1079.09604519774,"max_width":2000,"size_type":"auto_custom_max","src":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Swaan1.jpg","width":2832},"module_id":183911184760},"child_css":{},"css":{},"id":"Image_caption_1","label":null,"module_id":183911184760,"name":"Image_caption_1","order":21,"smart_type":null,"styles":{},"type":"module"},"Image_caption_2":{"body":{"description":"","image":{"alt":"","height":1800,"loading":"lazy","max_height":1271.1864406779662,"max_width":2000,"size_type":"auto_custom_max","src":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Swaan2.jpg","width":2832},"module_id":183911184760},"child_css":{},"css":{},"id":"Image_caption_2","label":null,"module_id":183911184760,"name":"Image_caption_2","order":30,"smart_type":null,"styles":{},"type":"module"},"Quote_1":{"body":{"module_id":183335801461,"text":"Als de merkbeleving niet goed bij aansluit bij de waarden, dan voelt het meteen minder kloppend."},"child_css":{},"css":{},"id":"Quote_1","label":null,"module_id":183335801461,"name":"Quote_1","order":20,"smart_type":null,"styles":{},"type":"module"},"Quote_2":{"body":{"module_id":183335801461,"text":"Een rebranding die perfect aansluit bij de kernwaarden."},"child_css":{},"css":{},"id":"Quote_2","label":null,"module_id":183335801461,"name":"Quote_2","order":35,"smart_type":null,"styles":{},"type":"module"},"Stats_1":{"body":{"description":"inclusief merkwaarden, merkverhaal en visuele identiteit.","module_id":183335801466,"value":"Een frisse merkpositionering"},"child_css":{},"css":{},"id":"Stats_1","label":null,"module_id":183335801466,"name":"Stats_1","order":25,"smart_type":null,"styles":{},"type":"module"},"Stats_2":{"body":{"description":"afgestemd op wat ouders en medewerkers belangrijk vinden.","module_id":183335801466,"value":"Een nieuwe naam en logo "},"child_css":{},"css":{},"id":"Stats_2","label":null,"module_id":183335801466,"name":"Stats_2","order":26,"smart_type":null,"styles":{},"type":"module"},"Stats_3":{"body":{"description":"waarin de merkstrategie direct is doorvertaald.","module_id":183335801466,"value":"Een compleet nieuwe website"},"child_css":{},"css":{},"id":"Stats_3","label":null,"module_id":183335801466,"name":"Stats_3","order":28,"smart_type":null,"styles":{},"type":"module"},"Stats_4":{"body":{"description":"","module_id":183335801466,"value":""},"child_css":{},"css":{},"deleted_at":1740387523534,"id":"Stats_4","label":null,"module_id":183335801466,"name":"Stats_4","order":27,"smart_type":null,"styles":{},"type":"module"},"Stats_title":{"body":{"html":"
HET RESULTAAT
","module_id":1155639},"child_css":{},"css":{},"id":"Stats_title","label":null,"module_id":1155639,"name":"Stats_title","order":23,"smart_type":null,"styles":{},"type":"module"},"Text_1":{"body":{"html":"
DE UITDAGING
\n
Een kinderopvang draait om veiligheid in ieder opzicht, om ruimte om te spelen en om de vrijheid je als kind te mogen ontwikkelen. Dat laat je dan ook zien wanneer ouders langskomen bij de opvang. Maar als de merkbeleving daar niet goed bij aansluit, voelt het minder kloppend. Stichting Kinderopvang Watergraafsmeer (SKW) wilde een merk dat écht weerspiegelde hoe kinderen, ouders en medewerkers hun locaties ervaren. Tijd voor een rebranding die precies de juiste snaar raakt.
","module_id":1155639},"child_css":{},"css":{},"id":"Text_1","label":null,"module_id":1155639,"name":"Text_1","order":19,"smart_type":null,"styles":{},"type":"module"},"Text_2":{"body":{"html":"
DE AANPAK
\n
Tijdens twee interactieve workshops op locatie bepaalden we de bouwstenen voor de rebranding, met behulp van strategie-canvassen. Dit werd de leidraad voor het nieuwe merk, dat we direct vertaalden naar de visuele identiteit en website.
","module_id":1155639},"child_css":{},"css":{},"id":"Text_2","label":null,"module_id":1155639,"name":"Text_2","order":32,"smart_type":null,"styles":{},"type":"module"},"Text_3":{"body":{"html":"
HIER ZIJN WE TROTS OP
\n
Het was nog even spannend hoe de naamswijziging zou landen, maar de Raad van Toezicht en medewerkers hebben de nieuwe merkidentiteit met open armen ontvangen. De rebranding voelt natuurlijk en sluit perfect aan bij de kernwaarden van de organisatie.
","module_id":1155639},"child_css":{},"css":{},"id":"Text_3","label":null,"module_id":1155639,"name":"Text_3","order":34,"smart_type":null,"styles":{},"type":"module"},"show_stats_4":{"body":{"value":false},"child_css":{},"css":{},"id":"show_stats_4","name":"show_stats_4","order":11,"smart_type":null,"styles":{},"type":"boolean"},"show_testimonials":{"body":{"value":false},"child_css":{},"css":{},"id":"show_testimonials","name":"show_testimonials","order":15,"smart_type":null,"styles":{},"type":"boolean"}}}!
