Concepting Approaches

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 a
 celebrity or an ordinary person.