Smart Qualitative makes Concept Writing (almost) Easy!

A well-written concept is generally very simple and easy to understand, yet most clients desperately struggle to write effective concepts. Why is it so hard? Three factors generally get in the way of the success: Often the Marketers… * Know too much about their product or service: * Get pressured to satisfy a large constituency (management, R&D, agency, etc.); & …

Find Your Consumer on a Blog

QUICK TIP: If you are looking for real time information on the habits and practices of your consumer with a particular product or category, try Googling for a blog. You might find that you learn a ton by just watching the conversation evolve. Copyright 2008 The Rite Concept – May not be reproduced without expressed permission

Do you Really have Just One Benefit?

QUICK TIP: Be careful that your concepts don’t “sneak” in extra benefits. More often than not, I read concepts where extra benefits work their way into the Reason to Believe (RTB). Although many like to justify this as helping to describe the RTB, at the end of the day you need to know what the consumer takes away as a …

The Starbuck’s Test

QUICK TIP: Don’t know if you are using consumer language when writing a positioning concept? Then use what The Rite Concept calls the “Starbucks Test” – if you wouldn’t say it to a friend over a cup of coffee, if probably isn’t consumer language. Copyright 2008 The Rite Concept – May not be reproduced without expressed permission

Does Your Consumer Really Need This?

QUICK TIP: Make sure that your ideas are driven by consumer need, rather than from new technology. All the best technology isn’t going to sell if your consumer can’t find any use for it. Copyright 2008 The Rite Concept – May not be reproduced without expressed permission

Concept Development Done Right

Developing concepts is one of the most fun, creative, and incredibly difficult aspects in a marketer’s job. The enormity of the challenge combined with aggressive time demands often leads to shortcuts and a frantic process that typically looks something like this. The agency or marketing team writes concepts and circulates them to management and the legal department for approval. A …

A “Recipe” for Positioning Concept Development

Often the threat of new competitor entering the marketplace, aggressive business growth objectives for a business unit, or a brand with declining market share propels the marketing professional to begin the concept development cycle. Unfortunately, the knee-jerk reaction to start creating a new product or a line extension can sometimes result in lots of wasted money on research if the …

A Concept Writing Coach Can Help

Crisply communicating well-articulated positioning concepts is often more difficult than most realize. Although I’ve worked with many talented marketing and R&D professionals over the years, who bring great knowledge and expertise to their brands and organizations, many are devoid of strong concept writing skills. Often this simply results from their companies not investing in the necessary training for their employees. …