Concepting: Creating successful brands in a communication-orientated era - Jan Rijkenberg (EN)

Concepting takes you on a journey into a new communication-oriented age. An age in which new brands are founded on attitudes, mentalities, motivations and ways of looking at the world. An age in which the central component of brands lies in their communication.

Concept brands such as Nike, Apple, Swatch and Virgin have paved the way for a new approach to branding. How can we follow them? What is their secret?

How can we create concept brands? How can you get the support of your existing organisation? And what kind of talent and business culture will you need to succeed in concepting? These are some of the questions addressed in this book.

The theory of concepting is based on the conviction that companies in many sectors are now 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, since most companies are using the very same marketing and research techniques.

Concept branding offers companies a way out: a completely fresh and open approach. 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. Concept brands are the future for those wishing to capture their markets in this increasingly converging age.

Concepting is an inspiring and practical guide for all those involved in brand innovation, brand and product development and marketing communication.