Concept Code: How to Create Meaningful Concepts

Conceptual thinking involves adding vision to a product, service, or organisation. Content is key, as it determines the coherence of the concept. Consumers want to experience every aspect of the concept. In addition, the producer must meet the emotional and functional needs of the consumer. Therefore, while it is necessary to "think conceptually", it is also important to "do conceptually"; a concept must be executable (doable). In order to attract and bind your consumer, your concept becomes vital for your success.

Concept Code guides you through every stage of bringing life to an idea in order for it to grow into a fully matured concept. It also gives insight into the importance of the consumer's mind and how this functions in to make your concept successful.

Sanne has been a teacher in higher professional education for 10 years within the field of expertise of Imagineering, visuals and concept development. She is also an entrepreneur with a concept of her own, combining knowledge and first-hand experience into her teaching and writing.

Gaby Crucq works as a Lecturer Concept Development at the Fontys Academy for Creative Industries in Tilburg, The Netherlands. After graduating in Leisure Management, she immersed herself in the field of creativity and concept development. At this moment Gaby is studying at EURIB/ European Institute for Brand management. The EURIB master program is an independent knowledge institute in the area of brand, design and reputation management. In these three disciplines EURIB focuses on education, research and consultancy. Within this field of expertise, Gaby's strongpoints are her analytic skills. Through seminars and workshops, Gaby lets people experience that everyone is able to think in concepts.