How to do a Brand Refresh for a Premium Education Brand.
Nienhuis Montessori Strategy, Advertising and Brand Video Campaign Development
Nienhuis Montessori was founded almost 100 years ago in the Netherlands. They came to the USA 40 years ago and have been known as the world’s leading brand when it comes to Montessori materials. They came to Teak following a business downturn due to production issues. They needed our help to refresh their brand and regain trust among Montessori school administrators and teachers.
Unique Selling Proposition. 21st Century Style.
Through our brand strategy process, we spoke extensively with our audience. We conducted secondary research with customers and prospects. Our opinion was that the brand should not apologize for the production issues of the past. Rather, we should create a compelling idea around why the brand is superior. The truth of Nienhuis materials is that they are the most precise. And in the Montessori tradition, precision is literally the difference between a child learning, and not learning. The resulting brand positioning and campaign- “Learning is in the Details”
Great Campaigns are in the Details.
We created an extensive photo library, within our studio, showing the precise details of Nienhuis Montessori products. We directed and shot a video campaign featuring the children and teachers who use, and love, our products. We made their product the hero and helped revitalize their brand in the US.
“The materials have to be well-done down to the millimeter, there’s a lot of mathematical reasoning behind them…What we believe, is that the material speaks to the children.”
