HOW TO WRITE WINNING PRODUCT CONCEPTS
Innovation is the lifeblood of any growing brand. But getting winning concept scores and passing testing hurdles is easier said than done. Teams can squander great ideas if they aren’t captured and communicated properly in the consumer vetting process (or internally).
In this course, you will master the skills needed to write clear and compelling new product concepts that garner winning test scores.
Who it’s for
- ABMs, brand and innovation managers, and brand directors who develop upstream innovation plans, write new product concepts, and test ideas with consumers via qualitative and quantitative research
- Innovation and research agency partners who translate client ideas into testable research concepts
How you will benefit
- Clear and compelling communication of new product ideas
- Better alignment of concepts and ideas among internal teams
- Higher test scores—more product ideas passing to development
- Case studies, templates and best-practice frameworks to immediately implement
What you get
- 21 lessons that provide best-in-class writing instruction and examples
- Step-by-step guides, templates and worksheets to make it all simple and easy
- Best-practice exercises for concept writing and evaluation
- Access to the course community Q&A forum
- Lifetime desktop and mobile access for the life of the course
MEET YOUR INSTRUCTOR
Kevin Namaky is a trained educator with 20 years of experience as a consumer brand executive. Kevin has helped brands realize over $1B in new revenue and has trained more than 1,000 brand managers.
Kevin is also a featured instructor for the American Marketing Association, lectures at the IU-Kelley School of Business, and has been featured in Ad Age, Forbes, Fast Company, Business Insider, and the CMO Council.
What Others Say
10 out of 10!– Marketing Director, Bolthouse Farms
By adopting Kevin’s creative development process, I believe it can lead to stronger, more strategic work from the get-go. There were tons of great points and valuable content. Great training!– Assistant Brand Manager, Procter & Gamble
100% recommended! Kevin is a great teacher.– Director of Integrated Marketing, Sephora
This training was amazing! I learned a lot and feel really empowered.– Assistant Brand Manager, CPG Personal Care
Kevin’s ability to translate complexity into simple, easy-to-understand strategy was a huge asset to our team.– Vice President/General Manager, Scotts Miracle-Gro
– Assistant Marketing Manager, FormicaI thoroughly enjoyed this training. Great outlines and ideas that we will take back to work and incorporate into our business. Kevin nailed it. Great class!
Using the frameworks from the training, our team’s presentations to upper management have been more structured and positive. The senior staff has given our team very positive feedback.– Senior Marketing Director, Ubisoft
Course Curriculum
OVERVIEW
- Learning Objectives (sample lesson)
- Try It: Write a Concept
- Common Challenges in Concept Writing
- Innovation (New Product Development) Process
CONCEPT OVERVIEW AND STRUCTURE
- Concept Purpose & Research Questions
- Concept Structure
CONCEPT COMPONENT DEEP DIVE
- Accepted Consumer Belief (ACB) Writing Techniques
- Accepted Consumer Belief (ACB) Structure & Examples
- Case Study Practice: Writing ACBs
- Benefit Writing Techniques
- Benefit Structure & Examples
- Case Study Practice: Writing Benefits
- ACB/Benefit Pairing: How to Get it Right
- Case Study Practice: ACB/Benefit Pairing
- Reason to Believe (RTB) Writing Techniques
- Reason to Believe (RTB) Structure & Examples
- Case Study Practice: Writing RTBs
- Putting it Together & Making Refinements
- Concept Visuals: Framework, Direction & Examples
CONCLUSION
- Concept Sorting & Stakeholder Alignment
- What’s Next
Get Started Now
GET THIS COURSE FREE WHEN YOU JOIN THE BRAND MANAGEMENT ACCELERATOR PROGRAM
Frequently Asked Questions
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