Crafting Concepts e-learning

Minibyte

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

This minibyte is designed to:

Improve the quality and your confidence in crafting
OUTSTANDING BESTSELLER CONCEPTS

1. 2. 3. Have your latest
concept to hand when
Understand what Learn useful frameworks, Practice Crafting you do this minibyte.
Crafting Bestseller tools and Bestseller Concepts
You can practice using
Concepts approaches some of the tools and
is about and why we
frameworks on it
do it

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

The 5 Chapters of this Minibyte

1. 2. 3. 4. 5.
What makes a Build your Inspire Shape the Craft
great concept? Insight and proposition the Concept
brand Ideas

The blackboard
pages titled Over to
you is your chance
to practice on your

own concept in
every chapter

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

What is a Bestseller?

The leader in its segment

Most Popular Most Beloved Most Valuable

Penetration Brand & product equity Perceived as good value

GETTING TO
A BESTSELLER
STARTS WITH
A GREAT
CONCEPT

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

The Bestseller Concept determines the product and communication brief.

Bestseller Concept Concept Screening Charter Gate. Product
(Pack/POS)
Approval Brief.
of consumer
A.R.T
appeal Communication
Brief

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Crafting a Bestseller concept is a creative process of divergent and
convergent thinking

Alternating between opening up and closing down
Making choices after every stage: re-calibrating for the next

opening up

DEFINE INSPIRE SHAPE CRAFT BRIEF

JtbD or Strategic Insights Proposition Concept Full experiential
Opportunity and ideas mix

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Chapters 3-5 of this deck reflect this process and behaviours

1. 2. 3. 4. 5.
What makes a Build your Inspire Shape the Craft
great concept? Insight and proposition the Concept
brand Ideas

INSPIRE SHAPE CRAFT

Insights Proposition Concept
and ideas

1

What Makes
a Great Concept?

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

The Bestseller Concept is like a gift for someone

Bestseller Concept Well-chosen for
the person.

Beautifully
wrapped.

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

At the core of a concept is an idea, underpinned by an insight

Bestseller Concept Well-chosen for
the person.
Proposition
Idea Beautifully
Insight wrapped.

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

How the different elements hang together and build on each other

A powerful truth A fresh connection, Bestseller Concept
that changes the that derives its
way we see things strength from an A fuller, beautifully crafted proposition, fully visualised
insight
The idea expressed Proposition
in words as a tight A fuller, beautifully
offer or benefit that crafted proposition, The idea expressed in words as a
the person will get tight offer or benefit that the person will get
fully visualised
Idea

A fresh connection, that derives
its strength from an insight

Insight

Powerful truth
that changes the
way we see things

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

An Example FROM STARBUCKS

‘coffee the way I Bestseller Concept
Proposition
want it’ or Idea
‘personalisation’
Insight
In a world of chains
and global brands
it’s easy to not feel

seen

Get regular coffee
drinkers to stick with
Starbucks instead of

switching to
independent coffee

shops

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Concept Crafting is a creative process

Copyright ©2013 The Nielsen Company. Confidential and proprietary. The creative process will help you find the magic

14

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

With a clear brief, the right preparation and dedicated time and space,
ideas that transform into propositions and concepts are born

DIVERSE TEAM FRESH STIMULUS
The more diverse the Fresh stimulus generates

team (function, fresh ideas:
nationality, gender, experts, trends, semiotics,
background) – the
adjacent catgeories,
better the ideas people immersions,

PROTOTYPING products & packs
Use of mock ups and
realisation of high quality EARLY FEEDBACK
images and “magazine Consulting ‘instant
communities’ or early
ready” concepts
exploration with
consumers to

understand what is
working

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

All great concepts must have magic & logic

MAGIC Great concepts both

fascinate

and

persuade.

They have magic
and logic.

LOGIC

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

The magic & fascinates and sticks. It makes it memorable.

MAGIC:
Oxygen

‘Oxygen’ was what
fascinated and stuck with

people in qual.

It is evocative and
connotes lightness, natural

and moisture

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

The logic persuades and makes it credible. It makes it clear.

LOGIC
Fine, flat hair is
moisturised without
being weighed down
by the oxygen infused

ingredients.

Makes sense to
people.

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

The result: a powerful concept that combines magic & logic

MAGIC
Oxygen

LOGIC
Fine, flat hair is
moisturised without
being weighed down
by the oxygen
infused ingredients

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

How do we know if a concept is good?

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Using a simple framework: put yourself in the consumer’s shoes

Will I remember it? Can I say what it Will it motivate me to
is about? do anything different?

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

That is reflected in the Bases SCAPE criteria

Will I remember it? Can I say what it
is about?

Will it motivate me to
do anything
different?

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

..and don’t forget your emotional,‘gut’ response

Happy?
Uncomfortable?

Excited?
Unhappy?
Anxious?

Bored?

Over to you: Put yourself in consumer shoes and judge this
concept using the simple 3 question framework

Does it have magic?

(something that feels new
and intriguing and ‘sticks’)

Does it have logic?

(a simple story you can re-
tell)

Here are the Bases results. Do you agree?
Are there questions you would have wanted answered in qual?

Salience Communication Attraction Point of Endurance
Outstanding Outstanding Purchase (post-use)
of Main Idea
Outstanding
Satisfactory

93

OO SO OO S SO F ProFduct

O Distinct Message Perceived Acceptabl Value/
Connectio Clear, Findability e Costs
Concept PropositiAttention Need/ AdvantagCredibilit Product Differentiati
Viability n Concise Be in the Win the value
Metric on Catching Desire e y right place equations Delivery on
Land your Communicate
Offer true Get message with focus Be Be better Give enough Deliver on Be strong in
innovation noticed relevant reason to product the long
believe promises run

F Probable Failure R Risky S Satisfactory O Outstanding Compared to a competitive set of ~40 Nutritional Supplement initiatives tested in the past 10 years in UK

LcOeotv’snedcroetposotymuoseuidn: rPgauwtthinyegos:uiBrmRsIepEllFfein3 consumer shoes and judge this
question framework

Does it have
magic?

(something that feels
new and intriguing

and ‘sticks’)

Does it have
logic?

(a simple story you
can re-tell)

LTeht’sisdiosshoomwe ditrawwaisngr:eBcReIEivFed:

Will I remember it? 

• Lacks focus and impact so hard to remember
• No real ‘magic’ as nothing stands out or fascinates

Can I say what it’s about? 

• Too many benefits/messages – healthy skin, protects skin,
works with natural processes, without alcohol and
preservatives, efficacy (24 hour protection), freshness, allows
your skin to breathe…

• No sense of a story – just a Sanex deodorant that seems to do
many things. Hence, no logic

Do anything different? 

• Probably not as no compelling story to believe

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

1. 2. 3. 4. 5.
What makes a Build your Inspire Shape the Craft
great concept? Insight and proposition the Concept
brand Ideas

INSPIRE SHAPE CRAFT

Insights Proposition Concept
and ideas

2

Build
Your Brand

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Concepts Need to Build, As Well As Borrow, From the Brand.

Purpose Holistic Concept
(Brand POV)
Proposition
The People We Idea
Serve
Insight
Product Human
Truth Truth

The brand purpose and underlying truths feed our concepts…
and every concept takes us closer to the purpose

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Let Your Brand Show You the Way

Brand objectives Brand voice

Where do we want to go? How will we interact and speak with
the people we serve?

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Voice isn’t just about words

Over to you: is the distinct voice of each brand coming through
in these 3 concepts?

Drive meaningful differentiation
by looking at a product, idea or benefit

through the lens of your unique
Brand purpose

and using your unique
Brand voice

Great concepts are ‘very’ ‘Very’

is UNIQUE TO
BRAND

‘Vanilla’

is CATEGORY
GENERIC

What’s your very?’ ‘Very’

‘Vanilla’

LOetv’sedrotosoymoeud: rawing: BRIEF
List the generic benefits in your category (the VANILLA)
Then list the benefits as your brand sees them (the VERY)

Category ‘Vanilla’ Brand ‘Very’

The category benefits The specific elements that
that you would expect to come from your Brand

find in a VANILLA Voice that will make your
concept concepts VERY.

Could be use of language
or linking of benefit to
Brand Purpose

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Make your concept VERY by leveraging your unique Brand Voice

Do executional
elements like the

branding &
packaging graphics

help the concept
and your idea stand

out?

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Brand voice checklist

 Consult Needscope to guide the tone of your concepts

 Engage a copywriter, who knows the brand, and is a native
speaker of the language the concept.

Craft translations well, get them back translated by fresh eyes…

 Use your brand book/ style guide/ image bank to ensures
all visuals and the tone are on brand

 Share best practice of the what works in deep green
concepts between brand team members

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

1. 2. 3. 4. 5.
What makes a Build your Inspire Shape the Craft
great concept? Insight and proposition the Concept
brand Ideas

INSPIRE SHAPE CRAFT

Insights Proposition Concept
and ideas

3

Unlock the Magic
– Inspire Ideas
and Insights

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Inspire ideas & insights: THE STARTING POINT

JtbD or Business
Opportunity

INSPIRE
Insights
and
ideas

Branded idea, rooted in an
insight, that fascinates our

people

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Fresh Stimulus Inspires Fresh Ideas For Bestsellers

Trends Experts and Design & Ideation…
Craftsmen Products
..is 80% preparation and
20% ideation.

Make sure you
spend your time
and money this

way!

Environment Human
Experiences

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Getting to know ourselves, our people and their worlds is crucial input 4

to generating ideas

Self Awareness People Immersions Cultural Immersions

We develop our empathy We develop our intuition We develop an eye for relevance
through self-awareness through people immersions through cultural immersions

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

And creating concepts that will tap into trends and popular culture
as relevant context

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Let’s go back to our gift box
IDEAS that inspire change derive their strength from an INSIGHT

Bestseller
A fuller, beautifulCly cornafcteedpprtoposition fully visualised

Proposition

The idea expressed, in words, as a tight
offer or benefit that the person will get

Idea

A fresh connection

Insight

Powerful truth
that changes the
way we see things

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

INSIGHTS start with the simplest observations.
Make sure you give yourself the space, time and focus to see and listen.

Example
from

Lifebuoy in
India

Observation
A woman in her kitchen
moving between cooking,
patting dog, cleaning away
dirt, feeding children

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

There is often a tension in an INSIGHT that creates interest

Observation
A woman in her kitchen
moving between cooking,
patting dog, cleaning away
dirt, feeding children
Insight
The kitchen is the messiest
place in the house. But it
also needs to be the
cleanest.

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

There is often a tension in an INSIGHT that creates interest and inspires
IDEAS

Observation Early stage
A woman in her kitchen idea
moving between cooking,
patting dog, cleaning away Kitchen
dirt, feeding children ‘hero’
Insight
The kitchen is the messiest
place in the house. But it
also needs to be the
cleanest.

Introduction 1: What Makes a Great Concept? 2: Build Your Brand 3: Unlock the Magic – Inspire Ideas and Insights 4: Unlock the Magic - Shape the Proposition 5: Craft the Concept

Observations that lead to INSIGHTS can come from SOCIAL & BUSINESS
ANALYTICS

Observation from purchasing data
There is a regular purchasing pattern for
Ben & Jerry’s – it is primarily bought on
Wednesdays (and in fact purchased more
when it rains!)
Insight
Ben & Jerry’s ice cream is habitual comfort
food, not an impulse treat as previously
thought.