VanMoof should have known: ‘you have to learn on an old bike’
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Dutch e-bike company VanMoof has been declared bankrupt by the court in Amsterdam. How did whatsapp number database things go so wrong for the trendy bike brand? I personally think that the character of the brand has proven to be the e-bike company’s Achilles heel.
VanMoof is one of the few brands that has responded to building a distinctive brand within the electric bike industry. It has added a set of values with which they consciously respond to innovation, user-friendliness and design . This made the brand distinctive and loved by a large segment of customers from the start.
Brand character
The BrandPositioner© model from Business Openers.
The BrandPositioner© model, by Marc van Eck .
If we look at the different archetypes that can be found in brand building according to the ‘BrandPositioner’ model of New Growth Strategies, VanMoof is a typical ‘adventurer’. An energetic, outspoken character that finds idiosyncrasy more important than success. Brands with this archetype are often an important source of innovation, because they seek out places that are uncertain and unknown.
Characteristics that have formed the basis of VanMoof’s success and popularity. For example, the idiosyncratic bicycle brand is known for working exclusively with its own components, so that it has more control over its innovative techniques and award-winning design. Compare it a bit with how Apple once started developing european union phone number all its hardware and software entirely in-house.
Negative reporting.
Some reactions to VanMoof’s Instagram posts
The dark side
But an archetype, just like characters in people, also has its pitfalls. For example, an adventurer can how to use customer feedback for campaign personalization go too far in his idiosyncrasy and innovation and take too many risks or dream away from reality. A disadvantage of, for example, working with only your own parts is that the error sensitivity, lifespan and also the maintenance requirement of these are unknown to a new brand. After all, it has not yet built up a history and data.
