Drive Your Business with a Well-Articulated Positioning Concept

BMW, Apple, Disney, Ritz Carlton, Coca Cola, Tylenol, Cover Girl cosmetics, Head & Shoulders . . . Behind every successful product, service, or brand is a powerful concept.  It is really that simple.  Products and services that win in the marketplace are successful in presenting an idea that combines a clear benefit with invisible consumer logic.   Whether your business is …

How Long is Too Long When Writing a Marketing Concept?

Writing brief and on-topic concepts is likely one of the biggest challenges faced by clients.  The client knows so much about his product or service offering that it can become difficult to select the most important and relevant pieces to communicate.  Sometimes it feels like everything is important.  In addition, when writing concepts “by committee” (which I don’t recommend) each …

Effective Positioning Concepts follow C.L.R.

An effective concept is just not about writing words that you think might work for your idea that your target consumer finds pleasant to hear. It is really finding the sweet spot at the intersection of three critical areas: Content, Language and Relevance. CONTENT Content includes both the basic concept elements as well as the “story” around the idea. As …

Iterative Product /Service Optimization Saves Money and Time

I am always surprised when I receive a call from a client who says, “we need to figure out went wrong with our recent quantitative product or service concept test.” In some cases, this might require just evaluating a poorly written concept to see the failings, and, in other cases, it means heading into qualitative to evaluate the “damage”. My …