Writing Effective Concepts

July 2020
Writing Effective
Concepts
Agenda 14:00 – 14:15 Introduction

14:15 – 15:15 Discussion: Concept Generation Approaches

Presenters:
15:15 – 15:30 Break
Arnab Bhowmik
15:30 – 16:30 Guidelines for Writing Effective Concepts
Deepika Sudhindra
16:30 – 16:45 Break

16:45 – 17:45 Team Assignments

17:45 – 18:00 Debrief/Q&A

Writing Effective Concepts 2

Why Invest Energy in Writing and Perfecting Concepts?
Creating an EFFECTIVE CONCEPT is the first step towards a successful
consumer offering and a new revenue stream!

A concept is a surrogate for an actual product or service or idea that will

eventually be marketed to and purchased by consumers – and therefore must
represent that product or service or idea:
ꟷ Clearly
ꟷ Accurately
ꟷ Credibly
ꟷ With Relevance

Specifically, an effective concept must:

ꟷ Be succinct
ꟷ Describe a specific product or service or idea
ꟷ Provide a clear and compelling solution
ꟷ Solve a problem or perceived unmet need (big or small)
ꟷ Address a specific target consumer audience

Writing Effective Concepts 3

 Are you really ready
to write a concept?

Writing Effective Concepts 4

Are You Really Ready to Write a Concept?
Getting the upfront right saves time and money

Concept writing is premature if you have not:

▪ Aligned the organization on the strategic goals for the project.
▪ Conducted adequate foundational research with consumers to define
the opportunity.
▪ Explored the territory through ideation to uncover truly unique ideas.
▪ Considered the launch window and parameters upfront.
▪ Employed the upfront work properly to guide the concept development
and writing.

Therefore, a reasonable question is…

Are you really ready to write a concept?

Writing Effective Concepts 5

Are You Really Ready to Write a Concept?
Strategic Goals
ꟷ Do you need fast, close-in
ideas (new flavors, forms,
varieties, quick relaunch)
for the next launch window,
or consumer breakthroughs
that are more challenging
to develop?
ꟷ What role will this concept
play in the brand or
corporate portfolio?
ꟷ How will this concept feed
the equity of the mother
brand or vice versa?
If you CAN’T answer
these questions…
Consumer Opportunity
Or if the organization is not
▪ What white space will this new ALIGNED on your
product or propostion fill? answers…
▪ Who is the target, the occasion?
▪ What functional and/or emotional
need will your product be
addressing?
Launch Considerations
▪ What financial guardrails must
define the offering?
▪ What kind and level of marketing Before you waste
support are anticipated?
▪ What internal guidelines/
TIME and
constraints must be met? RESOURCES
Writing Effective Concepts 6
Before You
Write BRAND _________________________ STRATEGIC FIT WORKSHEET
Think
Through the Business Goal

Strategic What is the consumer need?

Goal How does this fit in consumer

motivation/segment?

Who is the target consumer?

What is its role within

brand portfolio?
How does this strengthen
brand equity?

How shall we play a role

in consumer life?

Considerations Action Standard Mktg Support Level Other

7
Are You Really Ready to Write a Concept?

A variety of ways to get consumer and strategic answers

QUALITATIVE QUANTITATIVE
Active and Passive Strategic Market Assessment
Exploratory and Explanatory

Strong on deep emotional and psychological Strong on sizing and prioritizing motivations
understanding and opportunities; providing strategic
guidance

Writing Effective Concepts 8

Where Are You in the Development Process?
Various stages of development

IDEA PRIORITIZATION CONCEPT REFINEMENT CONCEPT EVALUATION

Which ideas should we work on How can we improve Which concepts should proceed
now? positioning? Communications? to product development

▪ What is the insight that should be ▪ One or more ideas with strong ▪ Refined and developed ideas
built into the idea? fundamentals ▪ Go/no-go decision
▪ Many possible early stage ▪ How can we strengthen the core ▪ Do we know whether the launch will
(undeveloped) ideas product? Benefits? or will not be supported?

Writing Effective Concepts 9

Have you thought
through the
individual elements
before you begin
to write?

Writing Effective Concepts 10

Before You Write,
Think Through the BRAND ________________ CONCEPT BUILDING WORKSHEET
Individual Elements
Business Goal

Headline

Consumer Target

Insight

Primary Benefit

Product Description

Reason to believe

Availability
Varieties

Price
Sizes

11
Why have a structure?
1 Insight
To engage your reader by talking
directly to him/her with empathy
about their needs/feelings…
“You….
2 Benefit 3 Reason To Believe 4 Strapline
To describe what the product To provide a To leave the essence of the idea
offers to meet these needs/wants product/ingredient/service story to with the reader
expressed...remember the support the benefits
emotional benefit, not just ‘what it
does’
This structure is designed around the
consumer not the brand
Writing Effective Concepts 12
Recognizing a Good Concept

A well-designed concept will paint a clear word-and-

graphics picture, integrating key pieces of information.

1 Summarizes the insight or unmet need addressed

1
by the idea

2 Ensures the consumer knows

WHAT they are getting

3 Communicates the singular

consumer benefit offered

4 Provides a reason to believe

5 Includes additional information relevant to a

consumer’s decision (brand, picture, price, sizes,
varieties/flavors, options, channels)

Writing Effective Concepts 13

Building the Elements – Product Concept
5. Name and

Nestlé Treasures
Headline

Delicious taste and good-for-you benefits in one indulgent treat

Sometimes you want an indulgent chocolate experience
1. Insight
that you can actually feel good about eating.

Introducing new Nestlé Treasures – indulgently

2. Product delicious chocolate candies that also provide good-for-
Description you benefits. These bite-sized treats are made with
exquisite Nestlé chocolate, filled with a rich and creamy
center, and fortified with healthy ingredients for your
body and mind. Now you can enjoy the scrumptious 5. Details
3. Benefit
taste of decadent chocolate while knowing you’re doing
something better for yourself.
Varieties include:
Renew with Dark Chocolate Truffle
Nestlé Treasures combines the delicious Nestlé Relax with Caramel Truffle & Milk Chocolate
4. RTB Revive with Cappuccino Truffle & Milk Chocolate
chocolate you love with special ingredients like
antioxidants and Vitamins A, C, E, and B, proven to help Available in 3 oz bars for $2.49 or individually
brighten your mood and build your immune system. wrapped in 10 oz bags for $3.99

Writing Effective Concepts 14

Building the Elements – Creative Concept

5. Strapline

1. Insight

2. Product
Description

3. Benefit

4. RTB

15
Elements of Concept Design 1
Summarize the insight or unmet need addressed by Watch-outs:
the concept
ꟷ Avoid posing questions that can be answered “no”
Must be relevant to consumers – therefore based on ꟷ “Don’t you wish…?” or “Wouldn’t it be great if…?”
consumer insights uncovered in the foundational research
ꟷ Avoid multiple sentences wherever possible – it should be
stage
a single, simple sentence
ꟷ May be functional, may be emotional, may be obvious,
ꟷ Try to articulate the need in a positive manner
may be latent
ꟷ Don’t personalize it too much; don’t tell consumers what
ꟷ Should be simply stated – in consumers’ language
they “need”
ꟷ The problem sets up the concept benefit statement – the
two are linked

Answers the “Why would I be interested?”

questions: “Why should I read further?”

Writing Effective Concepts 16

Elements of Concept Design 2
Ensure consumers know WHAT they are getting Watch-outs:
▪ Clearly, simply, briefly describe the product or ▪ Don’t vary language across multiple concepts for
service elements that are supposed to be the same (not
▪ What it is, how it’s made, ingredients, form, etc. part of the test)
▪ If not obvious, explain why this is different/better ▪ Don’t over-complicate the premise
than other options ▪ Beware of over-romancing

Answers the “What IS this product or service?”

questions: “HOW does it work or WHAT is it made of?”

Writing Effective Concepts 17

Elements of Concept Design 3
Communicate the consumer benefit offered by Watch-outs:
the concept
▪ Be FOCUSED – avoid layering multiple benefits
▪ It’s the promise that this product will solve the ▪ Beware of over-promising
problem or meet the need
▪ There must be a relevant/meaningful link between
the problem and benefit so consumers
understand AND want the benefit
▪ Benefit can offer a positive, or eliminate a negative
▪ Benefit may be rational and/or emotional

Answers the “What does this product DO for me?”

questions: “Why should I BUY this product?”

Writing Effective Concepts 18

Elements of Concept Design 4
Provide the reason to believe (RTB) Watch-outs:
▪ Offer the consumer reasons to believe in the ▪ While brand equity is important, it is NOT
promise what is meant by “reason to believe”
▪ How does it work or deliver against the benefit? (‘because brand x/company y is known for…”)
▪ Reveal the connections between Insight, Benefit
and RTB
▪ Strong association can make the difference
between success and failure
▪ Sources of RTBs can be: 1) ingredients, 2) method
of action, 3) how it’s made

Answers the “Why should I BELIEVE what the concept tells me?”
questions:

Writing Effective Concepts 19

Elements of Concept Design 5
Include additional information that is relevant to a Watch-outs:
consumer’s decision.
▪ Beware of repetitive descriptions
▪ Brand – should be prominent and include logo
▪ Headline – 7-10 words to summarize the concept and
grab attention
▪ Illustration, Packaging Graphic, or Picture – enhances
the understanding or essence of a new idea
▪ Additional Details – varieties, sizes, price, availability

“WHO makes this?” “What FLAVORS/VARIETIES/OPTIONS are offered?”

Answers the “Do I KNOW/TRUST this brand?” “What SIZES/serving configurations are available?”
questions: “WHO makes this?” “How much does it COST?”
“Do I KNOW/TRUST this brand?” “WHERE can I buy it/find it?”

Writing Effective Concepts 20

Applying
consistent style
so concepts shine

Writing Effective Concepts 21

Structure and Style
Often companies allow this to
Setting standards
vary ad-hoc without controls or
pre-defined expectations
Work towards ▪ KISS
▪ Consistency
establishing
▪ Structure, Style, Format – consistency
company standards within a test are critical, across tests is
and expectations… advantaged
▪ Stage of development matters
…consistent with ▪ Determine if corporate preference is
development stage to include elements such as:
ꟷ “New” or “Introducing”
and research
ꟷ Headline or not
purpose.
▪ Establish preferred illustration finish
based on stage and research

Writing Effective Concepts 22

Structure and Style
Write for immediate comprehension

Consumers live in Brevity

▪ Be concise and stick with the most meaningful
a sound-bite – information
text-message – ▪ Don’t repeat the same message over and over again

multi-tasking – Simplicity
24/7 culture! ▪ Use simple words and short sentences
▪ Target reading level to 7-9th grade level

Visual Legibility
▪ Use spacing (lines, paragraphs) to make it easier
to read
▪ Use punctuation/dashes to help define thoughts
▪ Use clear fonts (Tahoma, Arial) in adequate point size

Writing Effective Concepts 23

Structure and Style
Write for meaning, not poetic impact

Consumers are Wording/Language

surrounded by and ꟷ Resist the temptation to load

the concept with throw-away
can be skeptical of adjectives that don’t
advertising claims contribute to the concept
that… ꟷ Avoid advertising jargon,
overworked claims and
…over-promise superlatives (be truthful)
…over-sell ꟷ A newspaper or magazine
…under-deliver writer’s tone is preferred,
stressing the benefits but
avoiding puffery or overselling

Writing Effective Concepts 24

Structure and Style
Shoot for measurable differences

We (marketers) Measurable Differences

Use different concepts to…
can fall in love with
ꟷ Test real product variations tied to different benefits
variations that are ꟷ Explore alternative positionings or communication
undetectable or strategies for the same product idea

irrelevant. BUT when testing multiple concepts or variations…make

sure differences are:
ꟷ Real and meaningful (not too subtle)
ꟷ Not buried among other arbitrary wording differences
ꟷ Not swamped by the main product idea
ꟷ Line extensions and familiar product categories often
convey the main idea with little embellishment,
making it difficult to detect distinct reactions

Writing Effective Concepts 25

Structure and Style
Sweating the details

Price – Full Concepts Price – Early Stage Ideas

▪ The presence of price evokes a greater sense of the Idea Statements: Price is premature unless the
concept’s promise main premise
▪ Price becomes part of the criteria on which consumers Idea Paragraphs: It depends
judge the product’s ability to meet the stated/implied
benefit Whatever you decide,
▪ Without this information, consumers often hesitate in BE CONSISTENT!
committing to their ultimate purchase decision
▪ Subconsciously, they may be saying to themselves:
“I bet it’ll be expensive, or they would tell me the cost.”
▪ If the price is not available, price can be described as:
“Priced competitively with other products of this type.”

Writing Effective Concepts 26

Structure and Style
Sweating the details (continued)

Branding – Full Concepts Branding – Early Stage Ideas

▪ Part of a concept’s overall appeal sources from the ▪ Idea Statements and Idea Paragraphs:
name of the parent brand (brand equity) Branding
can be included if known, but may be
▪ Include the brand or manufacturer’s name
pre-mature
prominently, including the logo
▪ Be careful not to get too ‘cute’ or
▪ Include a product name/sub-brand describing the alienating
product
▪ Co-branding is a relatively new area of innovation,
but is a perfect example of the importance of
including the brand name Whatever you decide,
▪ New brands should also be named at the point a BE CONSISTENT!
full concept is submitted to testing
▪ Changing the brand or product name can impact
results, and should re-submit concept to evaluate

Writing Effective Concepts 27

Structure and Style
Sweating the details (continued)

Graphics Graphics Errors in Judgment

ꟷ Enhance the respondent's ability to ▪ Any picture is a good picture
capture the essence of a new idea ▪ The more visuals in the concept
ꟷ Particularly helpful for genuinely new the better
and innovative ideas, products with ▪ Visuals must elicit strong
unusual features emotional responses
ꟷ Can be a line drawing or photo – ▪ A concept = a 30 second TV
whatever you need to illustrate the commercial
product/idea appropriately
ꟷ Research has shown that concepts
tested under still shot in color, score
nearly the same when tested in
black and white
ꟷ EXCEPTION: When color illustrates
key features

Writing Effective Concepts 28

Structure and Style
Visual format

Visual Consistency Visual Consistency

▪ Copy is placed below or to the side of the graphic ▪ Consistent layout of text, graphic, price box
with a headline above it
▪ General layout specs:
▪ Copy should be written in the context of how the
▪ 800 (height) x 600 (wide) pixels
product will be supported
▪ Landscape page orientation
▪ Little/No Advertising: copy is focused on the
(8.5” x 11”)
package (or brochure)
▪ JPEG format
▪ Moderate to Heavy Advertising: copy should be
similar to a print ad ▪ Arial or Tahoma font
ꟷ Inherent in the concept should be the ▪ Text Size – at least 11pt
understanding of the intended audience – Who ▪ Ideally under 125 words
will use the product?

Writing Effective Concepts 29

Overall Tone of Voice

Simple and factual Avoid addressing the audience Don’t try to write advertising copy

“When you are ill, you turn to Lucozade to In an overtly male or female style – laddish or It runs the risk of:
restore your energy, but warm drinks feel more girly ▪ Patronising
comforting than cold ones.”
…half your audience may not like it! ▪ Distracting
▪ Misleading.

Does your concept pass the

read aloud test?

Writing Effective Concepts 30

The picture of a Good Concept

MOST concepts sound Is the communication-and-graphics If you were the

Will you know good on a quick read, picture complete? consumer…
but could benefit from
a good TLC
▪ Does the concept offer a singular ▪ Would you
benefit/address a relevant need or want? understand it?
concept when ▪ Take the time to re-read ▪ Is a reason to believe the benefit ▪ Would you buy it?
it/digest it/consider it promise conveyed? Why?
you see it? more than once
▪ Is all the relevant information included?
▪ Is the concept written in clear, simple
language?
▪ Does the graphic represent the concept
appropriately?

Following these guidelines will yield better,

stronger, and more appealing concepts!

Writing Effective Concepts 31

Team Assignment

Writing Effective Concepts 32

Q&A

Writing Winning Concepts 33

Debrief / Q&A

1 2 3
What was your biggest Which part of today’s How will this impact your
aha today? session did you find most concept development
valuable? process moving forward?

Writing Effective Concepts 34

Thank you
Arnab Bhowmik Deepika Sudhindra
arnab.bhowmik@kantar.com deepika.sudhindra@kantar.com

35