What is a concept in the context of strategy and marketing?

A concept is a structured framework built on insights that provides meaning and direction. It serves as the foundation for developing strategies, positioning, and communication.

How is a concept different from an idea or an insight?

An insight reveals hidden truths about behavior, and an idea is a creative thought. A concept, however, is more structured — it builds on insights to provide a guiding framework that informs strategy and execution.

Why are concepts important in strategy and communication?

Concepts shape how a brand positions itself, how campaigns are executed, and how messages resonate with audiences. Without a strong concept, strategies risk being unclear or ineffective.

What tools can help in developing strong concepts?

Practical tools such as structured brainstorming, concept-mapping frameworks, and evaluation exercises help teams refine their thinking and create robust, actionable concepts.

Creative concepts

Q: What does not qualify as a concept?

Vague, loosely formed statements or underdeveloped thoughts without clear structure do not qualify as concepts. A true concept must have depth, clarity, and the ability to guide decision-making.

Description

This part focuses on how concepts differ from insights and ideas, and why they are essential for building meaningful and structured strategies.
We’ll cover:
Defining a concept – how concepts build on insights to create frameworks that give meaning and direction.
What does not qualify as a concept – avoiding vague or underdeveloped statements that lack structure.
The role of concepts in strategy and communication – how they shape positioning and creative execution.
Differentiating concepts from ideas – understanding when you have a guiding framework versus just a creative thought.
Practical tools and exercises for developing and evaluating strong concepts.

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Creative concepts

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