The Concept Queen

What’s Your Marketing “Sweet Spot?”

Most of us hear the idea of a “sweet spot” as it relates to sports, which have some type of implement – tennis racquet, golf club, baseball bat, etc.   The “sweet spot” is defined as the place where a combination of factors results in maximum response for a given amount of effort. For athletes, repeatedly hitting this area helps them to excel and often win in their sport. However, for...

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The Fixer-Upper Concept

Writing a winning concept can be tough. When you read a good concept, it is easy to say “I could have written that,” but trust me, I’ve worked with many teams over the years and creating a simple, single-minded communication is not an easy task. Interestingly, I just read Malcolm Gladwell’s book, Outliers. In his book, he highlights that 10,000 hours of practice are required for someone...

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Do Concept Heat Maps Help?

I can’t tell you how many vendors try to sell the new “best” way to test a concept.  It seems like everyone has a proprietary approach they often tout as the “next best thing since sliced bread.”  Regardless of your vendor, you likely want to know one or all of the following answers: relative appeal, perceived value/expensiveness, purchase intent, relevance, and...

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UVP vs. USP

If you have a company, a brand, a product, or a service you need to stand out in order to make headway in the overcrowded market.   Marketing is all about creating that message which will accomplish this goal.  Now, the question becomes, “do I create a UVP, a USP, a positioning, or all-of-the-above for my offering?” Let’s define the terms first.  Based on everything I researched, these...

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The FrankenConcept Video

Listen to this and learn how to tell if you’ve created the notorious FrankenConcept! Click HERE to Watch Please feel free to post a link to your Facebook or LinkedIn page, blog or website from the YouTube Post – if you like it! Also, please add a comment on...

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