If you skip the vowels (including Y) there’s no reason to worry about what a ranking exercise might spell – I like the concepts in this order… STINK! Nah, I don’t think you really want to hear or see this and trust me, there are even worse words to spell!!! Save yourself the risk – go vowel-free.
Published in QRCA Views Summer 2010..
Published in Quirk’s cover article May 2007.
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 …
First published in QRCA Views in Spring 2005.
Published in Quirks August 2008.
Published in Views Summer 2006.
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 …
If you can’t write your positioning concept in less than 100 words, you probably don’t have the clarity you need on the idea and have included too much information.
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 …