Good Concepts Should:

  • Reinforce the client's proprietary positioning
  • Create a desired change in the target's normal behaviour
  • Feature one central, easy-to-grasp core idea
  • Be simple to understand and access for everyone involved
  • Be relevant and meaningful to the target market
  • Push the limits to deliver maximum bang for the limited buck
  • Be memorable and break through the promotional clutter
  • Deliver a positive return on investment