Concepting

Virgin Atlantic

...Is an airline company with a wide additional product range, reaching from vodka to computer games...

It‘s mission statement could be formulated as:

“ rebelliousness is healthy for business, playfulness and dreaming is not incompatible with adulthood“

...This attitude is reflected in their ads...

... And actions ...

Virgin‘s CEO Richard Branson is known for his advantagous activities and was the first to cross the Atlantic in a hot air balloon

Apple users ...

... simply love their Macbook, ipad, iphone or any other product Apple launches

Apple

The vision for Apple emerged from observing how people at work wrestled with their computers -> the solution: a fun, user frindly, light-weighted computer

United Colors of Benetton embodies a cosmopolitan vision of the world ...

Young people throughout the world are part of one big, open-minded joyful family

...which is represented in its advertisments...

... in the color scheme of its clothes, in its own magazine “Colors“ and in their for human rights

Nike

Nike represents a world of persistence, self-confidence, aspiration, performance, dedication and excellence.

What do these brands have in common?

... They are all concept brands

Concept brands are based on a concept

visions attitudes philosophies

mentalities motivations

A concept is a rubric under which you can find

What is Concepting?

Concepting refers to the development of brands that embody concepts

The goal of concepting is the creation & management of concepts and the related concept brand

What is the idea of Concepting?

• Representing a certain concept, the brand is imbued with personality and actually mean something to the consumers; they evoke their sympathy and inspire them

From traditional Marketing to Concepting

In Marketing, all emphasis was on the

Marketing • When Kotler invented the marketing approach

of the 4 P‘s Product, Price, Place and Promotion in 1956, it was the era of booming mass consumption, industrialization and growing population

How does the market in the 21st century look like?

• The market has become saturated• The expectations of given products are already met• Many products barely differ from each other and new products surface rarely

Consumer needs have also changedBecoming more and more individualistic, consumers now demand products that

enhance their personality are entertaining and inspiring have a meaning create an experience

“Concept brands create an experience that captures the imagination of the consumer

who already has everything“

Concept brands• By creating feelings among the consumer,

their attachment to the brands is uniqueIt creates loyalty and is a competitive advantage The attachment of consumers with concept brands can hardly be copied by competitors

Concepting can be considered ‘marketing – in –reverse‘

• Concepting focuses on Communication and only as a last step on the product itself

• Products are interchangeable as long as they are in line with the concept

• Consumers of concept brands are considering a “following“ rather than target group“and are no longer defined in terms of socio-demographic factors

Concept brands like its following to feel on the same level as the brand...

...That is why concept brands have interactive websites to make consumers feel they are part of the club

“The company, the brand, they are you“

Other concept brands are ...

Find more information in

“Concepting“ by Jan

Rijkenberg(2000)