On Concept Writing: Go Back Where You Started – The Importance of a Good Idea

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While this series has focused on the elements of good concept writing and how that can help improve your concepts’ scores, it is very important to remember that the vast majority of variance in consumer response to concepts is driven by the quality of the underlying idea.  All right, maybe […]

On Concept Writing: I’m A Believer – RTBs and Their Many Manifestations

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Reasons to Believe (RTBs) serve a special function in concept writing. Their primary purpose, of course, is to give credibility to the promise of the benefit – convincing the consumer how/why your new product can deliver the goods. If very unique, RTBs can even become a distinctive element your advertising. […]