Conceptual keys to success – the art of concept development
Why is one campaign more successful than another? A challenging part of working with campaign and product launches is landing in a strong concept. Both catching the attention of our target group as well as the point and benefit with the product or solution. A concept with a brand benefit.
Creativity within the brand frames
A successful campaign encompasses consistency with the brand, creativity and product benefits. If the homework is done with the communication platform (read more about that here) you have the groundwork in place. The market strategy and brand position set the foundation of every product campaign. It is the red thread through all marketing activities and will create consistency and future proof your brand.
Go beyond and express a metaphor
When promoting a specific product, a common focus is to highlight a strong benefit with a thought-out key messaging, a focus that can all be well and effective. However, doing a concept out of that key messaging and benefit is to go beyond that and express it as a metaphor that will be etched into people’s minds. For whom is the campaign for, what do we want to achieve, what feeling do we want the target group to have, how do we add value to our customers – all these aspects should be considered.
The magic team work
In search for a concept, the metaphor, you’ll need to work with many ideas. Make sketches, try out creative universes, and see how it works, try ideas, and abandon them. The idea process goes on night and day, even in your sleep. This process is a team process where everyone in the team has to contribute from creative director, account director, art direction to copy and project management. This is not a one man show, it is the best of team work. Each meeting takes you one step ahead, creative feedback is important also for killing ideas and steering the process forward. To have a strong creative process management towards a goal. What is presented to the client is then just the top of the iceberg.
The importance of the creative feedback loop
We also need to test the concept, internally and externally to see what road to take. We need to listen to this creative feedback and do some value-driven trial and error – what works and what doesn’t? When these insights are combined with the product specifics, the brand essence and the team work magic is happening and a concept vividly imprinted is formed.
The essence of a concept – a good marketing investment
When you understand the brand essence, you also feel confident in how to create a value-based concept expressing a brand benefit, with a thought-out product specific content and strong key messaging that lasts over time. This is the essence of concept development. A strong concept is a good tool for success and a brilliant marketing investment.
How could a more conceptual approach strengthen your brand?
Adentity has more than 15 years of experience as a full-service agency that strengthens brands through integrated media communication. We work closely with some of the world’s highest ranked global brands such as Sony Mobile, Alfa Laval, Axis, Brio, Kinder and Tetra Pak.
Our passion is to strengthen companies by building consistent value-based communication in line with corporate ambitions. Adentity’s mission is to create business impact through attractive and intelligent communication, building strong market positions for our clients.
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