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11 of 13 people found the following review helpful:
5.0 out of 5 stars
Only concept brands will stay strong in the future, 29 Jan 2002
Concepting is one of the most important new theories in branding and communications of recent times, and is brought to life in this inspiring and practical book. A must for all those involved in brand research and innovation, brand and product development, and advertising and marketing communications.
Concepting offers a totally new approach to brands, their development and communication. This practical, helpful book, written by one of the world's leading proponents and innovator of concepting, takes you on a journey to a new communication-oriented age for business. The theory of concepting is based on the conviction that companies in many sectors are reaping the last benefits of traditional branding and marketing communications. Twenty or thirty years ago, these could provide enormous competitive advantage; today, this is less and less the case when companies are using the very same marketing and research techniques. Concept brands such as Nike, Ikea, Bennetton, Caterpillar, Ben & Jerry's and Virgin have paved the way for a new approach to branding. The way they express themselves may be different, but they do have something in common in the way they were created. They are based on strong consumer insights and imagination. They are about attracting consumers with a story, a philosophy, an attitude, and a way of looking at the world. Concept branding offers companies a completely fresh way of developing brands. Instead of the product proposition, delineated markets and target groups, it looks at brand development in terms of concepts. These concepts actually mean something to the consumer, evoking sympathy and identification with the brand, and improving customer loyalty. Concept brands are the future for those wishing to capture their markets in this increasingly converging age.
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