Concepting: Creating Successful Brands in a Communications-oriented Era

Concepting offers a totally new approach to brands, their development and communication. It 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, written by the innovator and leading proponent of concepting. A must for all those involved in brand research and innovation, brand and product development, and advertising and marketing communications.

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.

The book looks at such topics as:

-Why concepting is necessary

-How concepting is a step on from traditional brand development

-How concept brands can be used to elicit a more loyal customer base and improve competitive advantage and market share

-What are the secrets of successful concept brands, and how can we use them?

-The steps to build a concept brand

-Communication - the key to concepting. How concept brands are communicated to develop lasting relationships with consumers

Jan Rijkenberg has been working in the worlds of marketing and advertising since 1979. He is co-founder of BSUR Concepting in Amsterdam, an agency that advises international companies and provides consultative services for the development and communication of new concept brands. Jan also teaches concepting and communication strategies for postgraduate courses at Groningen University, Tias Business School of Tilburg University, Delft University of Technology and at SRM (Netherlands Foundation for Advertising and Marketing Education). He has also been published widely on trends in concept innovation, marketing and communication.