1. 1 Before the Concept… Idea Clinics Innovation Check

2. 2 Idea Clinics Testing of Product Ideas Idea Statements Singular Functional Benefit Led No emotional hook No RTB support No visual support Tested through Sequential Recycling

3. 3 Example of Idea Statements Presenting New Pepsodent Day & Night Toothpaste. The Day Paste gives you shining white teeth and the Night Paste fights germs through the night to give you a peaceful sleep.

4. 4 Innovation Check Quantitative Testing of Winning Idea Innocheck Concept Idea Descriptive Pictures Pricing Testing Criteria Uniqueness Intention to Purchase Green Signal for pursuing an Idea

5. 5 What next? We have a high potential product idea We need to develop a consumer pitch which will be Important [I] Credible [C] Unique [U]

6. 6 Concept Definition A concept is simply the tool we use to communicate a new idea to consumers so they can feed back to us usefully

7. 7 What goes into a concept? Concept raw materials Consumer insight Name Idea / Discriminator Reason to believe Reprise of discriminator or ‘why you should buy it’ Structure of concept as the consumer thinks “Prove to me that you understand my needs, that you really know what is going on in my head” “OK, you have now got my attention….but not for long. Now, who are you? What are you? How can you answer my needs better than anybody else? Why should I believe you?” “Please summarise precisely why I should buy you and how this will make me feel!”

8. 8 Example – Whirlpool Ice Concept How do you get that `just cleaned your teeth, ready for anything’ sensation when you are out and about? With just a click and a squeeze, new Whirlpool Ice pocket sized mouthwash from Close-Up releases its antibacterial formula with an explosion of pure menthol. This cleans and blasts your mouth with long lasting freshness…..on the go. Whirlpool Ice keeps you fresh and ready for action wherever you are. Insight Name Reason to believe Discriminator Reprise of discriminator

9. 9 Evaluation Concept Concept Progression & Research Exploration Concept Qualitative Research Quantitative Research

10. 10 Concept Summary A concept is a research tool It is a crucial step in the innovation process A concept consists of: Insight Idea Discriminator Reason to Believe Reprise of discriminator Exploration Concept Evaluation Concept

11. 11 The Concept Grid Template Concept Name: Target Audience Brand Values Brand Personality Brand Essence IDEAINSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE DISCRIMINATOR

12. 12 Dove Project Dimension Concept Name: Dove Dimension Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hype Brand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timeless Brand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichés Brand Essence: Beauty without artifice IDEAINSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE DISCRIMINATOR

13. 13 INSIGHT

14. 14 Insight definition A penetrating understanding which provides hooks or clues that lead to brand building opportunities

15. 15 Observations vs Insight Observations What the consumer said or did Insights Why the consumer said what she said or did what she did Why?

16. 16 Driving a high performance car is a clear signal to others that I am on the road to success Mothers want to keep their baby’s skin dry to avoid nappy rash Insights or Observations – Guess the Brand Young people often wear the same gear as their sporting heroes A watch is a fashion accessory. Treat it like one.

17. 17 Young people often wear the same gear as their sporting heroes PENETRATING PHYSICAL Young people admire the talent and self belief of sporting heroes. Wearing the same gear is a way of tapping into their energy and supporting their own self belief Observation Insight Why? Nike

18. 18 I enjoy driving high performance cars PENETRATING PHYSICAL Observation Insight Why? Driving a high performance car is a clear signal to others that I am on the road to success BMW

19. 19 Getting to Insights – Dig Deep Keep asking:  Why?  Why is that important?  Which means….?  So what?

20. 20 Dig Deep – an example Kids clothes get dirty WHY? They can’t help it when they are playing WHY? They are thinking about their games with their friends not their clothes WHY IS THAT IMPORTANT? By playing they are building friendships and learning new things WHY IS THAT IMPORTANT? I’d rather my kids got dirty and learned something than were clean and didn’t!

21. Exploitable insights WHY?Unusable Observation Exploitable Insight Unusable Insight Young people often wear the same gear as their sporting heroes Young people admire the talent and self-belief of sporting heroes. Wearing the same gear is a way of tapping into their Energy and supporting their own self belief Young people are often insecure, and lacking in any self confidence WHY?

22. 22 Insight checklist It shows a deep understanding of a consumer need It represents an important issue or problem in the consumer’s life It can be credibly exploited by your brand

23. 23 Omo - Insight Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life

24. 24 Nokia - Insight Sometimes, you are desperate to share magical moments with friends and family as soon as they take place. But words alone are often just not enough.

25. 25 Insight Examples TARGET: CONCEPT NAME IDEA SUMMARY INSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE Nokia 7650 Picture Phone Sometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience D I S C R I M I N A T O R OMO Project Pockets Freedom to get dirty Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life

26. 26 Dove Dimension Project - Insight Concept Name: Dove Dimension Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hype Brand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timeless Brand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichés Brand Essence: Beauty without artifice IDEAINSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE Dove Exfoliating Bar Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas. DISCRIMINATOR

27. 27 FUNCTIONAL BENEFIT

28. 28 Functional benefit definition “What does it do for me?” This is the rational bit about your idea that appeals to consumers’ heads.

29. 29 Functional benefit checklist It answers the consumer insight directly It represents either a new consumer benefit or a new secondary benefit It is focused and single-minded

30. 30 Answers the Insight NOKIA 7650 Insight Sometimes, you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience Functional Benefit With the Nokia 7650, you can show those priceless moments to friends…whenever and wherever they may happen MOD’s Spectrum Colorant Insight Who cares about fashion? Who cares what others might think? I just want to have it my way. Get the colour that I want. Not being led by those invariable colorants Functional Benefit Through advanced spectrum colouring technology, you can get whatever colour you want

31. Functional Benefit: focused and single-minded FOCUSED UNFOCUSED!! ….The hair expert in Mod’s salon developed a breakthrough Mod’s Detect Bubble Shampoo to provide you early detection of hair damage when shampooing Only with Palm Pilot will you find it so easy to manage your busy life on the go ….natural fruit juice drink with smoothness and goodness of soya protein (milk). Tantalising fresh fruit taste has unique super smooth texture to refresh my senses completely while soya nutrients revitalise my body

32. 32 Functional Benefit Examples TARGET: CONCEPT NAME IDEA SUMMARY INSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE Nokia 7650 Picture Phone Sometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience D I S C R I M I N A T O R With Nokia 7650, you can show those priceless moments to friends … whenever and wherever they may happen OMO Project Pockets Freedom to get dirty Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life OMO provides you with the easiest way of getting the best cleaning results

33. 33 Dove Dimension Project – Functional Benefit Concept Name: Dove Dimension Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hype Brand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timeless Brand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichés Brand Essence: Beauty without artifice IDEAINSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE Dove Exfoliating Bar Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas. DISCRIMINATOR Polishes skin gently, leaving it soft and silky

34. 34 EMOTIONAL BENEFIT

35. 35 Emotional benefit definition “How does it make me feel?” This is the emotional bit about your idea that appeals to consumers’ hearts.

36. 36 Emotional benefit checklist It links directly back to the consumer insight It ladders directly from the functional benefits It can be credibly linked to your brand

37. 37 Emotional Benefit Examples TARGET: CONCEPT NAME IDEA SUMMARY INSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE Nokia 7650 Picture Phone Sometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience D I S C R I M I N A T O R With Nokia 7650, you can show those priceless moments to friends … whenever and wherever they may happen I feel more able to share the richness of my experience with those around me OMO Project Pockets Freedom to get dirty Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life OMO provides you with the easiest way of getting the best cleaning results Freedom to experience life and grow

38. 38 Dove Dimension Project – Emotional Benefit Concept Name: Dove Dimension Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hype Brand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timeless Brand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichés Brand Essence: Beauty without artifice IDEAINSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE Dove Exfoliating Bar Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas. DISCRIMINATOR Polishes skin gently, leaving it soft and silky Feel brand new every day!

39. 39 REASON TO BELIEVE

40. 40 Reason to believe definition “Why should I believe you - where’s the proof?” This is the proof we offer to support the benefits. It may be emotional or functional depending upon the idea e.g. ingredient, heritage, endorsement, reputation, expertise etc.

41. 41 Reason to believe checklist They support the benefits directly They can be either functional or emotional, tangible or intangible They are sustainable over the long term

42. 42 Support the Benefit Only with the pocket-sized Palm Pilot will you find it so easy to manage your busy life on the go. The electronic personal organiser, which can be instantly updated through its unique graffiti alphabet system, also synchronises very easily with your PC Functional benefit Reasons to believe

43. 43 Either Functional or Emotional From the people who make Domestos, we now have Green Domestos Liquid. Its thick, bio- degradable formula cuts right through the grease to kill the germs, leaving all work surfaces and floors spotlessly clean Functional benefitEmotional reasons to believe Functional reasons to believe

44. 44 Strongest and Most Sustainable Only with the pocket-sized Palm Pilot will you find it so easy to manage your busy life on the go. The electronic personal organiser, which can be instantly updated through its unique graffiti alphabet system, also synchronises very easily with your PC Unlike other cleansing masks, whole new Dove Cream Revitalizing Cleansing Mask deeply cleans while restoring its bright skin tone to make it delicate. It uses ¼ moisturizing cream to replenish skin with necessary moisture……… Strongest and most sustainable reasons to believe

45. 45 Reasons To Believe Examples CONCEPT NAME IDEA SUMMARY INSIGHTFUNCTIONA L BENEFIT EMOTION AL BENEFIT REASON TO BELIEVE Nokia 7650 Picture Phone Sometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience D I S C R I M I N A T O R With Nokia 7650, you can show those priceless moments to friends … whenever and wherever they may happen I feel more able to share the richness of my experience with those around me Integrated display camera and big colour display Nokia brand heritage

46. 46 Reasons To Believe Examples CONCEPT NAME IDEA SUMMARY INSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE OMO Project Pockets Freedom to get dirty Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life D I S C R I M I N A T O R OMO provides the best cleaning – the easiest way to the best results Freedom to experience life and grow 1. Technology – New generation of LAS tolerant cellulase: - stain removal benefit - Requires minimal effort - Kind on clothes 2. Active involvement in people development – global support of child’s right to play/ local support of development and learning groups

47. 47 Dove Dimension Project – Reason to Believe Concept Name: Dove Dimension Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hype Brand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timeless Brand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichés Brand Essence: Beauty without artifice IDEAINSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE Dove Exfoliating Bar Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas. DISCRIMINATOR Polishes skin gently, leaving it soft and silky Feel brand new every day! Ultra fine blue exfoliants gently polish away dull, lifeless skin.

48. 48 DISCRIMINATOR

49. 49 Discriminator definition “What makes this product / brand different from the rest?” The single most compelling and competitive statement the target consumer would make for buying this product /brand

50. 50 Discriminator checklist It answers the consumer insight directly It is clearly superior to any competitive offering It is possible to use the word ‘only’

51. 51 Nokia 7650 IDEAINSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE Picture PhoneSometimes you are desperate to share magical moments with friends and family as soon as they take place. But words are often just not enough to do justice to the experience DISCRIMINATOR Only with the Nokia 7650 can you show and share those special moments to friends and family whenever or wherever they may happen With Nokia 7650, you can show those priceless moments to friends … whenever and wherever they may happen I feel more able to share the richness of my experience with those around me Integrated display camera and big colour display Nokia brand heritage

52. 52 OMO Project Pockets CONCEPT NAME IDEA SUMMARY INSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE OMO Project Pockets Freedom to get dirty Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you truly experience life DISCRIMINATOR: Only Omo gives you the confidence and freedom to allow your children to get dirty when experiencing and learning OMO provides the best cleaning – the easiest way to the best results Freedom to experience life and grow 1. Technology – New generation of LAS tolerant cellulase: - stain removal benefit - Requires minimal effort - Kind on clothes 2. Active involvement in people development – global support of child’s right to play/ local support of development and learning groups

53. 53 Dove Dimension Project – Discriminator Concept Name: Dove Dimension Target Audience: She is quite centred, accepting of her imperfections. Her self esteem comes more from how she feels than how she looks. She is interested in beauty but hers is a beauty quest with limits. She values quality over hype Brand Values: Real, a keeper of promises, beautifully uncomplicated, optimistic, timeless Brand Personality: Beauty – with depth of character, no stereotypes; Voice – personal, without puffery or clichés Brand Essence: Beauty without artifice IDEAINSIGHTFUNCTIONAL BENEFIT EMOTIONAL BENEFIT REASON TO BELIEVE Dove Exfoliating Bar Everyday is a new beginning. It would be great to start each day with my skin feeling as new & fresh as a clean canvas. DISCRIMINATOR: Only Dove Exfoliating Bar polishes gently, revealing soft and silky skin every day Polishes skin gently, leaving it soft and silky Feel brand new every day! Ultra fine blue exfoliants gently polish away dull, lifeless skin.