Marketing Positioning Concept Headlines – Best Practice

The purpose of the positioning concept headline is to summarize the main idea of the product or service.  While simple in purpose, sometimes it can be tricky to craft it just right.  Here are a couple of tips to keep you on track. Write the concept headline last.  The purpose of the headline is to summarize.  It actually is particularly …

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 …

Freshen Up New Concept Thinking with Client Immersion

Developing concepts for your brand or business can be challenging, particularly because a client “lives” the brand every day at work. It only stands to reason that some adherence to company bias is unavoidable. The client is heavily invested in the product or service, and it becomes extremely difficult to maintain clear neutrality. To help alleviate this bias, consider having …