Marketing Concepts That Win‪!‬

Crisply communicating a new idea or innovation in a well-articulated product or positioning concept is one of the most difficult challenges many marketers face.    The inability to be objective and single-minded in one’s concept writing efforts can make the difference between executing a marketplace win or a flop.  Don’t let it happen to you.  Writing great concepts early on in your development cycle can save time, money and rework.


You will discover how to:

➢ Determine whether you need a product or a positioning concept

➢ Learn tips and tricks to accelerate your concept writing efforts

➢ Develop Acceptable Consumer Beliefs that consumers nod their heads in agreement when heard

➢ Write Benefit statements that consumers understand and differentiate a product or service

➢ Craft Reasons to Believe that are consumer meaningful and relevant 

➢ Prepare a concept to maximize quantitative testing potential