You've been incredibly thorough in the way you talk about your new product, but your ideas keep going down the drain. Click to learn what the consumer really wants —and needs—to know about your new product....
In some recent new product concept writing assignments, I’ve discovered that there seems to be a lot of confusion from company to company around some of the ABCs necessary for building a good concept. It’s true we have our share of acronyms in talking about...
After years of planning and rigorous testing, you’ve perfected your product or service and delivered a shiny new offering to the marketplace. You expected your customers to line up…to swarm for this latest innovation, but instead you were met with crickets. According to Harvard Business School...
Branding and positioning are used interchangeably in marketing settings, but they are distinct concepts. Understanding the difference between the two can better inform your marketing decisions....
It’s no secret that companies—especially manufacturing companies—love their advertising claims. As concept writers, we have strong ideas about the best approach to developing claims. Here are a few tips for developing advertising claims that stand out from the crowd....
Making changes to a product has product managers balancing company operational needs with consumer needs. Here are a few tips to keep in mind as you look to potentially re-position your product in consumers’ minds....
We are excited to offer our first-ever virtual learning opportunity on Thursday, January 28, 2021, which will provide attendees with a free, fast-paced, 30-minute stand-up session....
Take a look at the key steps to keeping your innovative new product ideas in line with your brand architecture....
When you’re getting ready to launch a new product, there are two key challenges. The first is figuring out how to describe what the product does and why people should care—in plain English. The second is trying to describe what the product does and why...
Consumer insights are key to developing your newest product concept, but how do you gather them in a manner that guarantees transparent, open and unfiltered thought and feedback? ...
