Concept Writing Workshop

Winning Concept Development
Winning Concept
BRAND PRODUCT
Development
CONSUMER
BRAND PRODUCT
Winning concepts seek the magic

sweet spot, integrating the
CONSUMER consumer, product and brand.
2
What’s in it for you?
This journey will

help you to…
 Find out why winning concepts are critical to developing successful

brand mixes that attract consumers.
 Discover the principles of developing winning concepts and the

steps to get there.
 See how a concept is used in the business and its role in briefing
for brilliant products and communication.
 Understand the links with developing compelling product claims.
3
What your journey looks like
Concept basics
This section shares definitions and examples, as well
as concept uses.
Step One: Gathering the building blocks

This is the first step in the Concept Development Process. We’ll
look at consumer insights, brand truths and product facts, which
are the building blocks of a winning concept development.
Step Two: Proposition development

This section explains how you make the creative link between the
building blocks in Step One and the proposition.
Step Three: Concept crafting and research

This stage of your journey, shares the concept grid, top tips for
consumer research and crafting to get a winning concept.
4
Concept basics
The next few slides will provide the definitions for:

Concept
Proposition
Insight
Benefit
Reason to Believe (RTB)
Claim
Demo
5
Example
Comfort One Rinse
Concept To give my family’s clothes the best care, I

have to rinse several times to remove all
the detergent, which wastes a lot of water.
A full description of the promise or
offer. It contains the: Introducing new Comfort One Rinse Fabric
Conditioner.
Name
It contains a breakthrough foam cutting
Consumer insight technology: With just ½ a cap it cuts the
Discriminating benefit foam and prevents detergent residues
from sticking onto clothes, whilst keeping
Reason to believe the great softness and freshness you love
Supporting visuals/pack/demo from Comfort – all in just one rinse.
New Comfort One Rinse – rinse,

soften and perfume your clothes in
one single step, while reducing
your water bill.
6
Example
Proposition
A short and simple statement that
describes the core promise or offer.
7
Examples
Insight Comfort One Rinse
To give my family’s clothes the best care, I

Penetrating understanding that have to rinse several times to remove all
hooks the brand into our consumers the detergent, which wastes a lot of water.
needs/wants.
Introducing new Comfort One Rinse Fabric
Reason to believe (RTB) Conditioner.
It contains a breakthrough foam cutting

Why the consumer should believe
technology: With just ½ a cap it cuts the
the benefit (for example, how the foam and prevents detergent residues
product works). from sticking onto clothes, whilst keeping
the great softness and freshness you love
from Comfort – all in just one rinse.
Benefit New Comfort One Rinse – rinse,

The functional or emotional solution soften and perfume your clothes in
the product offers. one single step, while reducing
your water bill.
8
Example
Comfort One Rinse
Claim To give my family’s clothes the best care, I

have to rinse several times to remove all
the detergent, which wastes a lot of water.
A statement about the product
that highlights its advantages, Introducing new Comfort One Rinse Fabric
attributes or differences compared Conditioner.
to other products. It contains a breakthrough foam cutting

technology: With just ½ a cap it cuts the
foam and prevents detergent residues
from sticking onto clothes, whilst keeping
the great softness and freshness you love
from Comfort – all in just one rinse.
New Comfort One Rinse – rinse,

soften and perfume your clothes in
one single step, while reducing
your water bill.
9
Winning Concept Development TEMPLATE
INSIGHT
PROPOSITION
DISCRIMINATING KEY VISUAL

BENEFIT COMMUNICATIN RTB / SUPPORT
G THE ESSENCE
OF THE
CONCEPT
PAY OFF (EMOTIONL/ FUNCTIONAL)

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Winning Concept Development

Winning concepts seek the magic

This journey will

 Find out why winning concepts are critical to developing successful

 Discover the principles of developing winning concepts and the

 Understand the links with developing compelling product claims.

Step One: Gathering the building blocks

Step Two: Proposition development

Step Three: Concept crafting and research

The next few slides will provide the definitions for:

Concept To give my family’s clothes the best care, I

New Comfort One Rinse – rinse,

To give my family’s clothes the best care, I

It contains a breakthrough foam cutting

Benefit New Comfort One Rinse – rinse,

Claim To give my family’s clothes the best care, I

to other products. It contains a breakthrough foam cutting

New Comfort One Rinse – rinse,

DISCRIMINATING KEY VISUAL

PAY OFF (EMOTIONL/ FUNCTIONAL)

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