The Concept Queen gets Quoted!!
Traveled around the globe with my Amway clients and ended up featured and quoted on a summary postcard. I am sitting in front of the buddha (under the postal mark) on the right hand...
Read MoreUmbrella Positioning Concept
Unlike a product/service positioning, an umbrella positioning unites a collection of brands, products or services within a single message. Think of it as the “high altitude” approach to articulate differences and benefits across a series of sub-brands with one voice. Each sub-brand under the umbrella can engage its targeted market with a specific, relevant sub-conversation, which ladders...
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 MoreIterative Product /Service Optimization Saves Money and Time
I am always surprised when I receive a call from a client who says, “we need to figure out went wrong with our recent quantitative product or service concept test.” In some cases, this might require just evaluating a poorly written concept to see the failings, and, in other cases, it means heading into qualitative to evaluate the “damage”. My suggestion is to turn this...
Read MoreTips for Global Iterative Concept Development
Global concept development can be a lot of fun, but it offers many challenges. First and foremost, if English is your best language (like me), working with simultaneous translators for debriefs, strategy discussions, and writing concepts adds an inherent level of complexity. In addition, you may be suffering from jet lag depending on how far you travel and how big the time change is. It can...
Read MoreFREE Webinar: Improve your New Concept Development Efforts
In less than an hour learn a variety of ways to rev up your new concept development for your products or services. Join us on Friday, June 26, 2009 at 2pm ET for a FREE live Webinar. Jumpstart your Concept Development Efforts, Now! Register now (webinar@theriteconcept.com) to join Martha Guidry, President of The Rite Concept, for an insightful FREE on-line live seminar. Hear Martha (“The...
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