BlueM Positioning B2B2C
BlueM: B2B Brand Proposition
Category: Oral care & consumer brands
Service Focus: Marketing Consultancy (MaaS)
Rosalinde Dijkman
Brand Strategist
The Challenge
BlueM had built strong credibility around its products, but its B2B brand positioning lacked clarity and focus. As the brand expanded its presence across markets and channels, it became increasingly important to define what BlueM truly stands for in the professional space.
The challenge was not about creating a new identity, but about sharpening direction: clarifying BlueM’s role in the B2B ecosystem, aligning internal teams around a shared narrative, and positioning the brand with confidence in a market that can be sceptical and conservative.
Spark’s Approach
Spark began by diving deep into the brand through research, leadership discussions, and strategic questioning. Rather than focusing on surface-level messaging, we explored what BlueM can and should promise to the market — beyond features and products.
From there, we:
Challenged existing assumptions to uncover a clearer strategic direction
Defined BlueM’s core B2B value and long-term ambition
Reframed the brand as a forward-thinking oral care and technology-driven player
Translated strategic insights into a confident, coherent brand narrative
The result was not just a positioning statement, but a strategic foundation that empowered the team to think bolder, communicate more clearly, and lead with purpose.
Results
BlueM repositioned itself as a leading voice in oral technology – a pioneer brand with purpose, precision, and courage. This shift illuminated the company’s vision and gave the team the confidence to:
- Think boldly and communicate with conviction
- Stand apart from competitors in a crowded market
- Embrace the Hero archetype – a brand that inspires excellence, resilience and change
Lessons we’ve learned
- Whether a brand operates in one country or fifty, size doesn’t determine strategic strength – clarity of direction does
- Ask the right questions
- Without a clear strategic foundation, even the best marketing funnel can’t steer the brand toward meaningful growth
- Immersing in the brand’s DNA (its people, purpose and challenges) reveals insights that can reshape its entire trajectory
- Every discovery session proved that the more you explore, the more clarity you gain
Nathalie Beck
Co-Founder & Director Business Development & Strategy Bluem
