Crafting Concepts e-learning

Apply to your own work: De-construct and road-test one of your
(or your brand’s) latest concepts using the LOGIC framework

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

Use the framework to make sure that your concept hangs together
and to organise your thinking. Don’t lose the magic!

Concept Hook

Bestseller Concept

Proposition
Idea
Insight

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

REMEMBER: Concept crafting is not about filling in boxes. 4

Not all concepts have a hook, benefit and reason
to believe.

But all concepts have a BENEFIT.

If you have strong sense of your brand and
people and a powerful insight and idea – use
your judgement of what to put into the 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

And now, the magic of the concept

The magic Bring your benefit to life Move beyond words
through layers of richness
Show it, don’t tell it.
Don’t complicate the simplicity Persuade.
of the proposition.

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 Final Knorr 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

Visually savvy and spoiled consumer mean that we need to invest as much
care in what a concept looks like as a print ad

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

It means that your concepts must have strong visual communication

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

Key Visual Best Practice
Visually driven ways of driving purchase intention

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

REMEMBER: there is no standard FORMAT to a concept.

An A concept is all
animated about bringing
Concept to life your idea
in the best
Film possible way

A Concept An Adcept
Board

Concept Formats

A golden An online e-
sample - proposition in
Proposition Double 200 words
on a Pack page

Press Ad

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

Do our concepts fascinate and persuade? Would we be confident to invest?

READY TO CHECK IN WITH
OUR PEOPLE

Over to you: Show your concept to someone who doesn’t
work on your brand and ask them to answer the 3 questions

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

Bases 5 Top Tips

• LONGER IS NOT BETTER
• STORY MATTERS MORE THAN BEAUTY
• LINK FUNCTIONAL AND EMOTIONAL

• AVOID BEING SELF OBSESSED
• DO NOT BE TOO “CLOSE IN” TO PARENT 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

Craft concepts with confidence

Know your people: Shape tight, people- Offer concepts that are
Build an intuitive centric propositions: true to your brand in
every way:
understanding of people One sentence, written for
and cultures as the start Take time to consider
him/her. The benefit. On
point of any concept format, visuals and
development brand.
language as well as content

Inspire insights & ideas: Craft coherent and Judge your own concepts
Provide the right stimulus, logical concept stories: through consumer eyes:
environment and teams for
creative ideas to flourish Use the Logic Framework Will I remember it?
to provide structure to our Can I say what it is about?
thinking and road test our Will it make me do anything

propositions different?