{"id":437,"date":"2020-04-10T12:29:00","date_gmt":"2020-04-10T12:29:00","guid":{"rendered":"https:\/\/lane.nl\/?p=437"},"modified":"2026-09-25T07:33:58","modified_gmt":"2026-09-25T07:33:58","slug":"spinaward-voor-brandmr-disruptie-begint-bij-een-relevant-klantprobleem","status":"publish","type":"post","link":"https:\/\/lane.nl\/en\/spinaward-voor-brandmr-disruptie-begint-bij-een-relevant-klantprobleem\/","title":{"rendered":"SpinAward BrandMR: disruptie begint bij  relevant klantprobleem"},"content":{"rendered":"<p class=\"ext-animate--on wp-block-paragraph\"><\/p>\n\n\n\n<section class=\"wp-block-group alignfull ext-section is-style-ext-preset--group--natural-1--section ext-animate--on has-custom-css has-foreground-color has-background-background-color has-text-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-c933c6c0 wp-block-group-is-layout-constrained is-style-ext-preset--group--natural-1--section--1 wp-custom-css-b1031dc1\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--70);padding-bottom:var(--wp--preset--spacing--70)\">\n<div class=\"wp-block-group alignwide ext-section-intro is-style-ext-preset--group--natural-1--section-intro-1 ext-animate--on has-custom-css has-global-padding is-layout-constrained wp-block-group-is-layout-constrained wp-custom-css-4edab4a2\">\n<h2 class=\"wp-block-heading ext-section-intro-heading ext-animate--on\">Publicaties<\/h2>\n\n\n\n<p class=\"ext-section-intro-description ext-animate--on has-foreground-alt-color has-text-color has-medium-font-size wp-block-paragraph\" style=\"margin-top:24px\">Kort na de introductie van BrandMR werd de nieuwe juridische dienstverlener in 2020 bekroond met een SpinAward. De jury zag BrandMR als <em>\u201ceen disrupter in een uiterst conservatieve markt\u201d<\/em> en prees vooral de manier waarop een fundamenteel probleem voor klanten werd opgelost: de onzekerheid over juridische hulp.<\/p>\n\n\n\n<p class=\"ext-animate--on wp-block-paragraph\">Waar de traditionele advocatuur voor veel mensen ingewikkeld en onvoorspelbaar kan zijn, werd BrandMR ontwikkeld rondom \u00e9\u00e9n heldere belofte: voorspelbaarheid.<\/p>\n\n\n\n<p class=\"ext-animate--on wp-block-paragraph\">Juridische dienstverlening werd aangeboden tegen vaste prijzen, via een digitaal platform en op basis van processen en data uit jarenlange ervaring met juridische dienstverlening. Daarmee werd niet alleen de communicatie veranderd, maar de propositie zelf.<\/p>\n\n\n\n<p class=\"ext-animate--on wp-block-paragraph\">De jury roemde bovendien \u201cde moed van de onderneming\u201d om een gevestigde markt op deze manier uit te dagen.<\/p>\n\n\n\n<p class=\"ext-animate--on wp-block-paragraph\">Voor Peter Hoitinga van Lane en mede-oprichter van BrandMR, raakt die beoordeling aan een belangrijk principe van innovatie: begin niet met de vraag hoe je het bestaande beter kunt doen, maar met de vraag welk probleem de klant binnen de bestaande markt nog steeds ervaart.<\/p>\n\n\n\n<p class=\"ext-animate--on wp-block-paragraph\">Los je dat probleem fundamenteel anders op, dan ontstaat niet alleen een onderscheidend merk. Dan kan een nieuwe categorie dienstverlening ontstaan.<\/p>\n\n\n\n<p class=\"ext-section-intro-description ext-animate--on has-foreground-alt-color has-text-color has-medium-font-size wp-block-paragraph\" style=\"margin-top:24px\">De SpinAward was daarmee al vroeg een erkenning voor wat BrandMR wilde bewijzen: dat klantinzicht het vertrekpunt kan zijn voor disruptie van een traditionele markt.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-query alignwide ext-animate--on is-layout-flow wp-block-query-is-layout-flow\"><ul class=\"columns-3 wp-block-post-template is-layout-grid wp-container-core-post-template-is-layout-d35b19b0 wp-block-post-template-is-layout-grid\"><li class=\"wp-block-post post-579 post type-post status-publish format-standard has-post-thumbnail hentry category-klantcases\">\n\n<div class=\"wp-block-group ext-card ext-card-media-top is-style-ext-preset--group--natural-1--item-card-1--align-start is-vertical is-content-justification-stretch is-layout-flex wp-container-core-group-is-layout-26de37e8 wp-block-group-is-layout-flex is-style-ext-preset--group--natural-1--item-card-1--align-start--2\" style=\"min-height:100%\"><figure class=\"ext-card-image wp-block-post-featured-image\"><a href=\"https:\/\/lane.nl\/en\/surebird-van-veelbelovende-insurtech-naar-de-volgende-groeifase\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/lane.nl\/wp-content\/uploads\/2026\/09\/Logo_Surebird_Lane.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Surebird. Van veelbelovende insurtech naar de volgende groeifase\" style=\"aspect-ratio:4\/3;width:100%;height:auto;width:100%;object-fit:cover;\" srcset=\"https:\/\/lane.nl\/wp-content\/uploads\/2026\/09\/Logo_Surebird_Lane.png 1920w, https:\/\/lane.nl\/wp-content\/uploads\/2026\/09\/Logo_Surebird_Lane-300x169.png 300w, https:\/\/lane.nl\/wp-content\/uploads\/2026\/09\/Logo_Surebird_Lane-1024x576.png 1024w, https:\/\/lane.nl\/wp-content\/uploads\/2026\/09\/Logo_Surebird_Lane-768x432.png 768w, https:\/\/lane.nl\/wp-content\/uploads\/2026\/09\/Logo_Surebird_Lane-1536x864.png 1536w, https:\/\/lane.nl\/wp-content\/uploads\/2026\/09\/Logo_Surebird_Lane-18x10.png 18w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><\/figure>\n\n\n<div class=\"wp-block-group ext-card-content wp-container-content-ceb7f5b3 is-vertical is-content-justification-stretch is-layout-flex wp-container-core-group-is-layout-26de37e8 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group ext-card-body is-layout-flow wp-container-core-group-is-layout-8ee45864 wp-block-group-is-layout-flow\"><div style=\"line-height:20px\" class=\"taxonomy-category ext-card-meta wp-block-post-terms\"><a href=\"https:\/\/lane.nl\/en\/category\/klantcases\/\" rel=\"tag\">Klantcases<\/a><\/div>\n\n<h3 class=\"wp-block-post-title\"><a href=\"https:\/\/lane.nl\/en\/surebird-van-veelbelovende-insurtech-naar-de-volgende-groeifase\/\" target=\"_self\" >Surebird. Van veelbelovende insurtech naar de volgende groeifase<\/a><\/h3>\n\n<div class=\"wp-block-post-excerpt has-text-color has-foreground-alt-color\"><p class=\"wp-block-post-excerpt__excerpt\">Klantcases Hoe maak je van een sterk idee en bewezen tractie een schaalbaar bedrijf? Voor&hellip; <\/p><\/div>\n\n\n<div class=\"wp-block-group ext-meta is-layout-flex wp-container-core-group-is-layout-cdc5611c wp-block-group-is-layout-flex\" style=\"margin-top:24px\">\n<div class=\"wp-block-group ext-meta-item is-nowrap is-layout-flex wp-container-core-group-is-layout-112b5ae6 wp-block-group-is-layout-flex\"><div class=\"ext-card-avatar wp-block-avatar\"><a href=\"https:\/\/lane.nl\/en\/author\/lanenm-6a6a032316016\/\" target=\"_self\"  class=\"wp-block-avatar__link\"><img alt='Peter Hoitinga - Lane Strategy avatar' src='https:\/\/secure.gravatar.com\/avatar\/0b6243b427dc38b9071ff60996f96d120f54f592b4ce1d8045014f17dc4293a6?s=48&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/0b6243b427dc38b9071ff60996f96d120f54f592b4ce1d8045014f17dc4293a6?s=96&#038;d=mm&#038;r=g 2x' class='avatar avatar-48 photo wp-block-avatar__image' height='48' width='48' \/><\/a><\/div>\n\n<div style=\"font-weight:600;line-height:20px\" class=\"wp-block-post-author-name has-small-font-size\"><a href=\"https:\/\/lane.nl\/en\/author\/lanenm-6a6a032316016\/\" target=\"_self\" class=\"wp-block-post-author-name__link\">Peter Hoitinga &#8211; Lane Strategy<\/a><\/div><\/div>\n\n\n<div style=\"line-height:20px\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-06-22T14:12:14+00:00\">Jun 22, 2026<\/time><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-367 post type-post status-publish format-standard has-post-thumbnail hentry category-in-de-media\">\n\n<div class=\"wp-block-group ext-card ext-card-media-top is-style-ext-preset--group--natural-1--item-card-1--align-start is-vertical is-content-justification-stretch is-layout-flex wp-container-core-group-is-layout-26de37e8 wp-block-group-is-layout-flex is-style-ext-preset--group--natural-1--item-card-1--align-start--3\" style=\"min-height:100%\"><figure class=\"ext-card-image wp-block-post-featured-image\"><a href=\"https:\/\/lane.nl\/en\/tijd-voor-actie-in-de-modernisering-van-de-advocatuur\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1204\" height=\"640\" src=\"https:\/\/lane.nl\/wp-content\/uploads\/2026\/06\/Foto_Hoitinga_TweedeKamer_Lane.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Tijd voor actie in de modernisering van de advocatuur\" style=\"aspect-ratio:4\/3;width:100%;height:auto;width:100%;object-fit:cover;\" srcset=\"https:\/\/lane.nl\/wp-content\/uploads\/2026\/06\/Foto_Hoitinga_TweedeKamer_Lane.png 1204w, https:\/\/lane.nl\/wp-content\/uploads\/2026\/06\/Foto_Hoitinga_TweedeKamer_Lane-300x159.png 300w, https:\/\/lane.nl\/wp-content\/uploads\/2026\/06\/Foto_Hoitinga_TweedeKamer_Lane-1024x544.png 1024w, https:\/\/lane.nl\/wp-content\/uploads\/2026\/06\/Foto_Hoitinga_TweedeKamer_Lane-768x408.png 768w, https:\/\/lane.nl\/wp-content\/uploads\/2026\/06\/Foto_Hoitinga_TweedeKamer_Lane-18x10.png 18w\" sizes=\"auto, (max-width: 1204px) 100vw, 1204px\" \/><\/a><\/figure>\n\n\n<div class=\"wp-block-group ext-card-content wp-container-content-ceb7f5b3 is-vertical is-content-justification-stretch is-layout-flex wp-container-core-group-is-layout-26de37e8 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group ext-card-body is-layout-flow wp-container-core-group-is-layout-8ee45864 wp-block-group-is-layout-flow\"><div style=\"line-height:20px\" class=\"taxonomy-category ext-card-meta wp-block-post-terms\"><a href=\"https:\/\/lane.nl\/en\/category\/in-de-media\/\" rel=\"tag\">In de media<\/a><\/div>\n\n<h3 class=\"wp-block-post-title\"><a href=\"https:\/\/lane.nl\/en\/tijd-voor-actie-in-de-modernisering-van-de-advocatuur\/\" target=\"_self\" >Tijd voor actie in de modernisering van de advocatuur<\/a><\/h3>\n\n<div class=\"wp-block-post-excerpt has-text-color has-foreground-alt-color\"><p class=\"wp-block-post-excerpt__excerpt\">In de media Donderdag 4 juni 2026 nam Peter Hoitinga namens BrandMR deel aan het&hellip; <\/p><\/div>\n\n\n<div class=\"wp-block-group ext-meta is-layout-flex wp-container-core-group-is-layout-cdc5611c wp-block-group-is-layout-flex\" style=\"margin-top:24px\">\n<div class=\"wp-block-group ext-meta-item is-nowrap is-layout-flex wp-container-core-group-is-layout-112b5ae6 wp-block-group-is-layout-flex\"><div class=\"ext-card-avatar wp-block-avatar\"><a href=\"https:\/\/lane.nl\/en\/author\/lanenm-6a6a032316016\/\" target=\"_self\"  class=\"wp-block-avatar__link\"><img alt='Peter Hoitinga - Lane Strategy avatar' src='https:\/\/secure.gravatar.com\/avatar\/0b6243b427dc38b9071ff60996f96d120f54f592b4ce1d8045014f17dc4293a6?s=48&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/0b6243b427dc38b9071ff60996f96d120f54f592b4ce1d8045014f17dc4293a6?s=96&#038;d=mm&#038;r=g 2x' class='avatar avatar-48 photo wp-block-avatar__image' height='48' width='48' \/><\/a><\/div>\n\n<div style=\"font-weight:600;line-height:20px\" class=\"wp-block-post-author-name has-small-font-size\"><a href=\"https:\/\/lane.nl\/en\/author\/lanenm-6a6a032316016\/\" target=\"_self\" class=\"wp-block-post-author-name__link\">Peter Hoitinga &#8211; Lane Strategy<\/a><\/div><\/div>\n\n\n<div style=\"line-height:20px\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-06-04T10:21:00+00:00\">Jun 4, 2026<\/time><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-381 post type-post status-publish format-standard has-post-thumbnail hentry category-in-de-media\">\n\n<div class=\"wp-block-group ext-card ext-card-media-top is-style-ext-preset--group--natural-1--item-card-1--align-start is-vertical is-content-justification-stretch is-layout-flex wp-container-core-group-is-layout-26de37e8 wp-block-group-is-layout-flex is-style-ext-preset--group--natural-1--item-card-1--align-start--4\" style=\"min-height:100%\"><figure class=\"ext-card-image wp-block-post-featured-image\"><a href=\"https:\/\/lane.nl\/en\/private-equity-in-de-advocatuur-kapitaal-voor-vernieuwing\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"374\" height=\"289\" src=\"https:\/\/lane.nl\/wp-content\/uploads\/2025\/11\/BrandMR_VrouweJustitia_Lane.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Private equity in de advocatuur: kapitaal voor vernieuwing?\" style=\"aspect-ratio:4\/3;width:100%;height:auto;width:100%;object-fit:cover;\" srcset=\"https:\/\/lane.nl\/wp-content\/uploads\/2025\/11\/BrandMR_VrouweJustitia_Lane.png 374w, https:\/\/lane.nl\/wp-content\/uploads\/2025\/11\/BrandMR_VrouweJustitia_Lane-300x232.png 300w, https:\/\/lane.nl\/wp-content\/uploads\/2025\/11\/BrandMR_VrouweJustitia_Lane-16x12.png 16w\" sizes=\"auto, (max-width: 374px) 100vw, 374px\" \/><\/a><\/figure>\n\n\n<div class=\"wp-block-group ext-card-content wp-container-content-ceb7f5b3 is-vertical is-content-justification-stretch is-layout-flex wp-container-core-group-is-layout-26de37e8 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group ext-card-body is-layout-flow wp-container-core-group-is-layout-8ee45864 wp-block-group-is-layout-flow\"><div style=\"line-height:20px\" class=\"taxonomy-category ext-card-meta wp-block-post-terms\"><a href=\"https:\/\/lane.nl\/en\/category\/in-de-media\/\" rel=\"tag\">In de media<\/a><\/div>\n\n<h3 class=\"wp-block-post-title\"><a href=\"https:\/\/lane.nl\/en\/private-equity-in-de-advocatuur-kapitaal-voor-vernieuwing\/\" target=\"_self\" >Private equity in de advocatuur: kapitaal voor vernieuwing?<\/a><\/h3>\n\n<div class=\"wp-block-post-excerpt has-text-color has-foreground-alt-color\"><p class=\"wp-block-post-excerpt__excerpt\">In de media De discussie over het toelaten van private equity en andere externe investeerders&hellip; <\/p><\/div>\n\n\n<div class=\"wp-block-group ext-meta is-layout-flex wp-container-core-group-is-layout-cdc5611c wp-block-group-is-layout-flex\" style=\"margin-top:24px\">\n<div class=\"wp-block-group ext-meta-item is-nowrap is-layout-flex wp-container-core-group-is-layout-112b5ae6 wp-block-group-is-layout-flex\"><div class=\"ext-card-avatar wp-block-avatar\"><a href=\"https:\/\/lane.nl\/en\/author\/lanenm-6a6a032316016\/\" target=\"_self\"  class=\"wp-block-avatar__link\"><img alt='Peter Hoitinga - Lane Strategy avatar' src='https:\/\/secure.gravatar.com\/avatar\/0b6243b427dc38b9071ff60996f96d120f54f592b4ce1d8045014f17dc4293a6?s=48&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/0b6243b427dc38b9071ff60996f96d120f54f592b4ce1d8045014f17dc4293a6?s=96&#038;d=mm&#038;r=g 2x' class='avatar avatar-48 photo wp-block-avatar__image' height='48' width='48' \/><\/a><\/div>\n\n<div style=\"font-weight:600;line-height:20px\" class=\"wp-block-post-author-name has-small-font-size\"><a href=\"https:\/\/lane.nl\/en\/author\/lanenm-6a6a032316016\/\" target=\"_self\" class=\"wp-block-post-author-name__link\">Peter Hoitinga &#8211; Lane Strategy<\/a><\/div><\/div>\n\n\n<div style=\"line-height:20px\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-11-30T09:26:00+00:00\">Nov 30, 2025<\/time><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<\/li><\/ul><\/div>\n\n\n\n<div class=\"wp-block-buttons alignwide ext-animate--on is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-c0bc9f7e wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-ext-preset--button--natural-1--button-1 ext-animate--on is-style-ext-preset--button--natural-1--button-1--5\"><a class=\"wp-block-button__link wp-element-button\" href=\"#extendify-blog\">Alles bekijken<\/a><\/div>\n<\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>Publicaties Kort na de introductie van BrandMR werd de nieuwe juridische dienstverlener in 2020 bekroond met een SpinAward. De jury zag BrandMR als \u201ceen disrupter in een uiterst conservatieve markt\u201d en prees vooral de manier waarop een fundamenteel probleem voor klanten werd opgelost: de onzekerheid over juridische hulp. Waar de traditionele advocatuur voor veel mensen [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":442,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicaties"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.7 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>SpinAward BrandMR: disruptie begint bij relevant klantprobleem - Lane helpt bedrijven en investeerders marktpotentieel te vertalen naar onderscheidende proposities, sterke merken en effectieve groei.<\/title>\n<meta name=\"description\" content=\"Waar traditionele advocatuur voor veel mensen ingewikkeld is, werd BrandMR ontwikkeld rondom \u00e9\u00e9n heldere belofte: voorspelbaarheid.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lane.nl\/en\/spinaward-voor-brandmr-disruptie-begint-bij-een-relevant-klantprobleem\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SpinAward BrandMR: disruptie begint bij relevant klantprobleem\" \/>\n<meta property=\"og:description\" content=\"Waar traditionele advocatuur voor veel mensen ingewikkeld is, werd BrandMR ontwikkeld rondom \u00e9\u00e9n heldere belofte: voorspelbaarheid.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lane.nl\/en\/spinaward-voor-brandmr-disruptie-begint-bij-een-relevant-klantprobleem\/\" \/>\n<meta property=\"og:site_name\" content=\"Lane helpt bedrijven en investeerders marktpotentieel te vertalen naar onderscheidende proposities, sterke merken en effectieve groei.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/LaneAMS\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-10T12:29:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-25T07:33:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lane.nl\/wp-content\/uploads\/2020\/04\/Foto_SpinAwardWinnerBrandMR_Lane-1024x636.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"636\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Peter Hoitinga - 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