Communicating to consumers how a product
satisfies functionally while connecting emotionally leads
to higher concept scores.
Your Challenge
You need higher concept scores to garner Management’s support and funding, leading to a fuller product pipeline.
You have ideas. Maybe you’ve shown them to consumers in an early form. The challenge is writing concepts that differentiate your products and provides compelling propositions leading to higher scores.
Our Solution
Concept Crafting begins with a collection of product ideas that need to be developed for consumer exposure.
After filtering the ideas (or research) through left-brain and right-brain perspectives, a discussion guide is created. A meeting then takes place involving all key client groups (marketing, marketing research, R & D,…). We discuss the functional benefits desired by the consumer as well as the pragmatic issues involved with the development and launch of this opportunity. Additionally, we’re going to explore the emotional, lifestyle issues faced by the target audience. This leads to a comprehensive understanding of what the opportunity truly is and how it can best be developed and communicated.
The Whole-Brain team then assimilates this information into compelling product concepts, or stories. We believe concepts should “tell” a story and not “sell” a product. This approach leads to higher concepts scores and more, successful, product launches.
If you’d like to learn about some of the Concept Crafting projects we’ve completed,
here’s how….
Barry@wbbe.biz (215) 752-3757