Several simplified approaches to concepting
1.
Show the product
Establish or reinforce brand
identity. Period.
2.
Show the benefit
What happens when you use it? What does it
do for you?
3.
Show the alternative
What happens when you don’t use it,
or when you use the competition?
4.
Comparison
Compare it to other products or
offer a metaphor
5.
Borrowed interest
Introduce something seemingly
unrelated
6.
Testimonial/case history
Present an endorsement or
description of what it’s done for someone else, whether acelebrity or an ordinary person.