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With interminable competition from both big and small players resulting to shorter product innovation life cycles, marketers cannot rely only on functional differentiation to push the sale of their brands.  They have to be able to ensure that their brand’s benefit is continually relevant to stand the test of time. At its core is the need for a strong Brand concept. 

Participants are taught how to unearth, craft and evaluate a game-changing insight and business-building concepts that anchors on deep consumer understanding while linking it to the brand strengths.

Using data that participants gather from fieldwork, they will be guided through a step-by-step Insight and concept development methodology.

Participants will also be provided criteria on what makes powerful insights and strong concepts.


Organizational needs and objectives that the service addresses
  • To enable Marketers to translate creative and exploratory ideas into consumer-relevant concepts, and converting winning concepts into decisive and solid programs
Module Objectives
  • To be equipped with the process, skills and criteria to identify, develop and articulate strong insights and concepts.
  • To learn a comprehensive Concept Development Process
  • Concept Development Process
  • Concept Statement template
  • Promise Board Template
  • Concept writing guidelines
  • Clear action plan on enhancing the concept or identification on the data gaps
  • Concepts that are ready for Consumer Testing
Roles/levels that would benefit the workshop
  • Marketing Officers/Marketing Managers/Department Heads
  • R&D Managers