Concept

Writing

June 1, 2020
Our purpose for this session is to align…

Team Capabilities & Skills

UNIFY WRITING CRITERIA

Standardize ways to capture and
develop new ideas, initiatives

REFRESH & ENHANCE

CAPABILITES
Skills from teams in writing concepts

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Our purpose for this session is to align…
Writing Concept Content

WHAT A CONCEPT IS
There is a confusion over what this
means and how it should be
expressed
WHAT AN INSIGHT IS
There is a no clarity on definition
and on how to define one

BALANCING EMOTIONAL AND WEAK TENSION ?

FUNCTIONAL CONNECTION DEVELOPMENT
We need to work to generate compelling The connection of insights with
and successful concepts tensions seems forgotten

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 Writing
GOOD CONCEPTS
ultimately means
GOOD BUSINESS
Poor concepts can kill a great
idea,
waste time and resources, and
lose relevance for target
audiences
| 6
 Before starting ...
A Strategic Checklist

Strategic Goals Consumer Launch

Opportunity Consideration

What financial guardrails

•What role will this concept
play in the brand or
category portfolio?
•How will this concept feed
brand equity and the master
brand or vice versa?
| be met?
What gap will this new
must the offering?
product fill?
•What kind and level of
•Who is the target; what is
marketing support are
the occasion?
anticipated?
•What functional and/or
•What internal
emotional need will your
guideline/constraints must
product be addressing?
 What is a CONCEPT?
A concept is
a structured way to concisely
communicate a new idea It is must
represent
to consumers and internal audiences. the product:
Clearly
Its’ a proposal and promise we make Accurately
Credibly
to our consumers.

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 Concept Structure

PRODUCT
INSIGHT BENEFIT

The concept recipe is

VARIETY,
composed of a series of RTB
different ingredients SIZE (Reason/s to believe)
& PRICE

VISUAL
HEADLINE
CODES

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 … and all of them are IMPORTANT

Reinforces relevance Delivers uniqueness

and interest in trial and differentiation

PRODUCT
INSIGHT BENEFIT

Gives credibility to the

Visibilizes availability VARIETY, RTB benefit
SIZE (Reason/s to believe)

& PRICE

VISUAL
HEADLINE
CODES
Looks and feels Grabs attention
distinctive

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 INSIGHT PRODUCT
BENEFIT

VARIETY,
RTB
SIZE (Reason/s to believe)
& PRICE

VISUAL
HEADLINE
CODES

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 An insight is a statement based on a
thought, fact or a combination of
facts that are Significant,
Penetrating, Revealing, Inspiring,
Discerning

“I like to eat my potato chips in whole pieces

because I get more of the flavor and
experience in my mouth but the bags in which
it comes in often leave it broken in bits.”

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 “That’s true…
I think exactly
the same way”

Easy to identify with:

- A consumer “truth”
- Resonates with the target experience
- An unmet need

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A strong insight points to an unmet need

• An insight is not… • Instead it is…

• A written statement
▪ A research conclusion
• In consumer language
▪ A fact
• That is based on consumer
▪ An observation
behaviour
• But from a new / fresh
perspective
• It goes beyond the obvious
• Is emotionally driven
• Defines an unmet need
 TENSION COMPONENT

NO CONFLICT = NO INSIGHT

To genuinely connect with and be relevant

for consumers we need to address
underlying motivations and tensions

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 TENSION COMPONENT

“I like to eat my potato chips 1. … but the bags in which it

in whole pieces because I get Always has 2 opposite extremes: comes in leave it broken in
more of the flavor and “Likes whole pieces but often gets bits” bits.”
experience in my mouth …

2.
Express a relevant “conflict” for the
individual

3.
Calls to action: tension can be solved
through practice/behavior

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Components of an INSIGHT

1 Consumer Truth / Context

“I... prepare the meal for my
child everyday”
◼ A simple fact about somebody’s life or their usage of a
specific product – the anchor into consumer behaviour

2
◼ It is the objective part of an insight

Consumer Need / Motivation ◼ The most important element of the insight

“Because... I want to come
across as a loving and caring ◼ Without it, your insight becomes bland, passive and
mother…” prompts the response ‘So what?’

3 Consumer Tension/ Friction

“But... I don’t always have the
time to cook.”
◼ The friction makes your insight powerful, inspiring and
active.

◼ It represents the opportunity for your new

product/communication if you can offer a solution to
the friction.

Looking for social tensions may
help you “spice up” your insight
with a context of reality, thereby
making it more recognizable and
relevant
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HOT TOPICS
on what society is struggling with
that generate changes in values,
beliefs and behavior
FUTURE PERSPECTIVE
it brings relevance for future business,
as it shows how society is changing
LARGE-SCALE & STABLE
recognizable behavior that are global
and pertinent to large groups
 Cooking Tips for the Insight
FOCUS ON “WHY IT MATTERS”
Avoid getting fixated on ‘what it is’ and focus
more on ‘why this might matter’ to your target
consumer
BE EMPATHETIC & INTTUITIVE
• Portray a situation the consumer can
experience in their everyday life
• Be comprehensive, sensitive, and people-
focused with your target’s reality, desires and
tensions
AVOID NEGATIVE EXPRESSIONS
Avoid posing questions that can be answered
“no” (“Don’t you wish…?” or “Wouldn’t it be
great if…?”).
Articulate the need positively (no buts)
AVOID COMPLICATIONS
• Use a single, simple sentence – not multiple
ones
• Try to be simple, straightforward and to the
point… the consumer has to identify quickly

BE FACT-BASED AVOID BEING SELF-CENTERED

Be objective with knowledge that supports your • Don’t tell consumers what they “need”
insight • Avoid sounding valuable

QUICK CHECK
• Is my insight catchy? Would consumers talk about me?
• Am I selling the right problem in a broad enough way? What are the real motivations?
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 PRODUCT
INSIGHT BENEFIT

VARIETY,
RTB
SIZE (Reason/s to believe)
& PRICE

VISUAL
HEADLINE
CODES

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 What does this product do for me?
The promised solution that triggers the
desire and need to buy the product

A singular and differentiated consumer benefit

Addresses the insight tension making a direct relation

with the product’s INTRINSIC/EXTRINSIC elements

More than an attribute: it is the “USEFULNESS” and

“GOODNESS” of the attribute – of the main characteristic

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 “Introducing C2 Milk Tea, your healthy
indulgence, brewed and bottled on the same
day. Imagine natural tea goodness blended
with luscious creamy milk. “

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 • Objective, rational, tangible
“… brewed and
• Inherent in the product
bottled on the same
• Copyable by the competitor
FUNCTIONAL day. Imagine natural
• Changes as technology develops and needs
BENEFITS tea (goodness)
change
blended with luscious
• “Added value” comes primarily from company’s
creamy milk. “
technological skills

• Often rooted in brand perceptions

• Subjective, perception-based, intangible “Introducing C2
EMOTIONAL • More difficult to copy Milk Tea, your
BENEFITS • Sustainable over time healthy
• “Added value” comes from company’s commitment indulgence …”
to understanding and satisfying customers

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 Cooking Tips for the Product Benefit

SHOW UNIQUENESS: AVOID MULTIPLE BENEFITS:

Try to be as innovative as possible to deliver Be focused on the core drinking/eating
differentiation to the product. benefit
CREATE A CLEAR LINK WITH THE INSIGHT: BEWARE OF OVER-PROMISING
There must be a relevant link between
motivation, tension and benefit, so consumers AVOID MARKETING SLANG:
understand and desire that benefit Keep it in the consumer’s language

QUICK CHECK
• Am I driving differentiation through the core benefit? Is it truly innovative?
• Is it being communicated clearly and concisely? Is my statement focused?
• Am I solving the problem in a better way? Or in a way other products do not?

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 PRODUCT
INSIGHT BENEFIT

VARIETY, RTB
SIZE (Reason/s to
& PRICE believe)

VISUAL
HEADLINE
CODES

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 “Why should
I believe it?”
The RTB gives credibility to the benefit.
It works as evidence and support
and convinces the consumer they will receive what was promised

Describes a STORY of the product, ingredient or intrinsic as a

validation of the benefit.

Describes HOW THE BENEFIT CAME INTO REALITY and makes it

believable

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 Made from 100% natural tea leaves
infused with prebiotic fiber that helps
improve digestion -- making you feel light
and clean!

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 • Describe how the product will solve the consumer’s problem
1. LOGICAL EXPLANATION • Build from the consumer insight about how things work

• Show results – graphs, pictures

• Identify the source - special ingredients (including explanation as
2. HARD EVIDENCE appropriate)
• Given data - % improvement, probability of success, independent
research/study results, etc.
• Make sure the legal team I aligned to the hard evidence

• Professional organizations, e.g. doctors, dental associations,

3. OUTSIDE
nutritionists
RECOMENDATIONS • Celebrity spokespersons

4. BRAND TRACK
• Relies on strength of brand heritage
RECORD

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 SCIENTIFIC
An RTB that reveals the ingredients:
“Great Taste Choco has the right balance of coffee and chocolate. It has

TAKE NOTE
real coffee from Robusta beans that gives you the right energy you need,
and smooth Choco-Cream made from Natural Cocoa...”
There are different COMPETITIVE
types of RTBs An RTB differentiates from competitors:
“…sweetened with sugar and stevia and have 33% fewer calories than
according to the type regular soft drinks”
of concept
EDUCATIONAL
An RTB educates on the intrinsic story:
“Like a pea found in a pod, a coffee bean is found inside coffee berry. The
coffee berry is the nutritious outer layer that surrounds it. It stores powerful
antioxidants and brings out the more subtle flavors of the coffee bean
itself.”

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 Cooking Tips for the RTB

PROVIDE EVIDENCE for the claims so that AVOID TIRED BASES: Clichés and empty
consumers find the concept credible. phrases like: “special ingredient”

USE CLEAR VOCABULARY: Be technical to portray AVOID OVERLY TECHNICAL, complicated

credibility but in tune with consumer language language far from consumer understanding

BE SIMPLE: Keep explanation simple, brief and to

the point

TOUCH BASE WITH LEGAL: Make sure the legal

team give their point of view and align

QUICK CHECK
• “Why should I BELIEVE what the concept tells me?”
• Am I sufficiently credible?
• Is vocabulary clear enough? Am I keeping my audience?
• Is it justifying my advantage over the competition?

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 PRODUCT
INSIGHT BENEFIT

VARIETY,
RTB
SIZE (Reason/s to believe)
& PRICE

VISUAL
CODES HEADLINE

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 “How catchy is it? ”

It’s a catchy tweet

that assures in a synthesized way what the
consumer is getting

It synthesizes the product essence and the main benefit

An attractive phrase catching the attention that is

easy to remember and recall

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“Sweet relaxation in every
perfect cup”

“The mix that brings in the

good vibes”

A SENTENCE What it is, how it’s made, ingredients, form, etc. with an implicit
DEFINITION differentiation, showing why it’s different/better that other options.

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 Cooking Tips for Headlines

BE CLEAR AND SIMPLE: Briefly discuss the
product and the benefit
USE ONE SINGLE CONCISE SENTENCE that
can be remembered and repeated easily
MAKE IT EASY TO PRONOUNCE so that it
can have a ”catchy” feeling
AVOID LANGUAGE VARIATION: Don’t vary
language across multiple concepts for
elements supposed to be the same
BEWARE OF OVER-ROMANCING: Avoid
sounding too hyperbolic and sumptuous

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 PRODUCT
INSIGHT BENEFIT

VARIETY,
RTB
SIZE (Reason/s to believe)
& PRICE

VISUAL HEADLINE
CODES

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 “What will I SEE?”
Images that most accurately depict the product
benefit and what consumers will see in the store.
Images give tangibility to the concept: visual
distinction that makes it recognizable and desirable

May help establish differentiation from competitors

Visuals help portray occasions, product functionality

and benefits

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 AN IMAGE OR (Product, ingredients,
A MOODBOARD naming, packaging, etc.)
OF IMAGES Helps communicate brand,
product and benefits
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 Cooking Tips for Visual Codes
BE CAREFUL AND PRECISE: Its’ ok for visuals to
be rough at an early stage into account that
visuals matter as they communicate about the
brand and product
CHOOSE THE BEST AND SIMPLEST IMAGES as
they generate emotions. Keep it simple: if you
can’t be precise, visuals should be standard to
avoid ambiguity
PLACE VISUALS AT THE BOTTOM-RIGHT
CORNER
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AVOID TOO MANY IMAGES: Visual stimulation
should be moderate and reduced to the
minimum
DON’T MAKE THEM BIGGER THAN THE
CONCEPT IDEA: Visuals shouldn’t replace the
concept, especially when the product or
communication is not final ➢ 70% idea / 30%
visuals
 PRODUCT
INSIGHT BENEFIT

VARIETY,
RTB
SIZE (Reason/s to believe)

& PRICE

VISUAL
HEADLINE
CODES

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 “How and where can I get it”

It’s the information that shows consumers the

different options available
It’s reference that can help measure
if purchase intention is real or not

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 Bringing together all concept elements is critical to
developing a “story” that the consumer is able to follow:
coherence and synergy

HEADLINE INSIGHT PRODUCT RTB VISUALS VARIETY, SIZES,

Synthesizes insight Brings relevance BENEFIT Brings credibility Visualizes the PRICE
and product to the product Solves the insight to the product product benefit Shows product
benefit benefit tension benefit and RTB alternatives and
details

QUICK CHECK
• Does the reason to believe back up the benefits offered?
• Does the imagery aid understanding of either the benefit, reason to believe or use of the product?
• Can the context of the insight be proved or resolved either by the benefit, imagery or reason to believe?