Giving Feedback on a Poorly Written Marketing Concept
Regardless of whether you are a co-worker or a consultant, you will often be put in the position of evaluating someone else’s concept. This is when all your diplomacy skills will come in handy. As a marketer, you want to get the best possible ideas identified in order to push them forward into the next phase. As a researcher, you need to ensure that the best possible articulation of each...
Read More“Adjective Syndrome” in Marketing Concepts
Clearly the major goal of a positioning concept is to communicate the benefit your product or service offers in a very compelling way. However, a fine balance is needed when trying to bring that concept to life for the consumer. For some, a tendency occurs to get too flowery with many descriptive words and modifiers. I call this the “Adjective Syndrome”–too many adjectives...
Read MoreMarketing 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 difficult to summarize a concept you haven’t written...
Read MoreI Need a New Marketing Positioning. Now!
Your goal in positioning concept development is to identify a winning strategy for your product or service. In some cases, you have no choice in the matter due to what is going on with or around your brand or business. Let’s take a look at a few key instances. 1. Your declining brand needs a new strategy. This, of course, is the most obvious reason for new concept development. The key is...
Read MoreTop 10 Reasons Writing a Marketing Concept in Your Cube Does Not Work
You can not believe the number of times I see marketing concepts written by a marketer or R&D specialist while sitting in their office or cube at work. So, in a very David Letterman approach, I present the top 10 reasons you should not do it. Here you go: 10. Too many cooks in the kitchen – When writing concepts in the office, generally everyone wants input into the approach of...
Read MoreAn Ideation Session Won’t Always Develop a Winning Marketing Concept
The scenario: Sales are declining, brand loyalty is wavering, and budgets are being cut and then management says, “You need to come up with some new product ideas. The brand team scrambles to pull together a swat team for an ideation session at the end of the week. The result: A group of people gets together and throws some things against the wall and hopes something sticks. How...
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