30 Sep Concept Writing
Develop and write TWO new product or service concepts.
Make sure you are solving a REAL problem. A new flavor of ice cream isn’t solving a real problem!
The concepts that succeed usually fall into one of two camps: 1) Small, irritating and annoying ideas that happen frequently; or large, infrequent problems that have really bad consequences when they happen.
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There are five parts to the deliverable on each of your 2 concepts:
Part 1: Identify the problem you are solving
Part 2: Explain your idea briefly in a single sentence — no more than a sentence.
Part 3: Write a Brand Positioning Statement for your idea
Target Audience:
Benefit:
Reason Why:
Part 4: Write a Concept (use the format that we learned in class)
Below is an example of what your deliverable should look like for each of your TWO concepts.
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Example______________________________________________________________________________
Problem: How can you make store-bought bread be warm, smell great, and taste just like it came out of the oven?
Solution: Bread Fresh, a kitchen appliance that makes store-bought bread smell and taste home-baked.
Brand Positioning: BREAD FRESH
Target Audience: Homemakers responsible for meal preparation who want to provide their family with sensory experiences with their meals.
Benefit: “Bread Fresh” turns every slice of store-bought bread into a warm, delicious indulgence that tastes and smells home baked!
Reason Why: That’s because the Bread Fresh machine warms each slice of store-bought bread in a patented moisture controlled chamber to both warm and naturally refresh it to its just-baked goodness. Just put a slice of bread into the Bread Fresh machine, and in 20 seconds it will smell and taste like it just came fresh out of the oven!
Concept:
BREAD FRESH
Turns every slice of store-bought bread into a warm, delicious indulgence that tastes and smells home baked!
Do you wish you could serve hot, fresh bread with every meal? Now you can! Introducing Bread Fresh, the new kitchen appliance that turns store-bought bread into home-baked goodness! The Bread Fresh machine warms each slice of store-bought bread in a patented moisture controlled chamber to both warm and naturally refresh it to it’s just-baked goodness. Just put a slice of bread into the Bread Fresh machine, and in 20 seconds it will smell and taste like it just came fresh out of the oven! Ohh, the smell. Ohh, the taste. Your family will love it!
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