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 …

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, …

F.O.C.U.S. I.T. for Great ACBs

The ACB communicates the unmet need or frustration that your target consumer feels. It provides a fundamental context for the entire concept. Get it wrong and the concept becomes confusing and irrelevant. Get it right and the concept will flow forward effortlessly. Of course, this forward flow also assumes that your benefit and reason to believe (RTB) provide the solution …

T’was the Day Before Concept Testing

The Concept Queen version of the classic – T’was the Night Before Christmas  ‘Twas the day before concept testing And all through the brand Not a creature was stirring, Not even the main (wo)man. The screener was finished, The recruit had begun, With hopes of creating concepts, That were second to none. The team was excited, And snug in the …

Rethink Your Business Positioning

While I have never owned a jewelry store, I have certainly shopped in them.  What always strikes me as odd is how generic the experience is from store to store.   When I go to Nordstrom’s, Macy’s, and Kohl’s, I expect a different sales experience, a different price tag, and different merchandise.  Similarly, a steak from Ruth’s Chris should be somewhat …

AMA Podcast Features Martha

Martha Guidry is featured in a new AMA podcast called “Crafting a Winning Marketing Concept.”  In the interview, she explains about the importance of a positioning concept and how it differs from a core concept.  Also, she speaks about critical components of a winning positioning and the importance of target audience feedback.  Click <HERE>.

The 5 Major Pitfalls in B2B Concept Development

Most business units are required to respond to competitive pressure by maintaining or increasing market share and enhancing profitability; launching new products or services is often a key strategy behind achieving these market share and profitability goals.  Marketers are most often on the front line of this battle, continually trying to develop line extensions or new offerings to satisfy the …

Winning Marketing Concepts Sell Benefits, not Features

Why is developing and launching a new product or service so hard?  It takes time and resources, both human and financial, to make it happen.  According to various research studies, between 50 and 80 percent of new products launched each year fail, costing companies and shareholders billions of dollars. This does not mean the only reason a product or service …

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 …