How to package a good concept? The integration of insight and innovation

This article will deeply analyze the key points and strategies of concept packaging from a marketing perspective, and how to package a novel and exciting concept. I hope it will be helpful to you.

How many times have you encountered this kind of embarrassment? Ideas come and go, plans come and go, but at the critical moment, you always get stuck on a concept output.

In today's communication environment where attention is scarce and the market is highly competitive, packaging a good concept is not only to attract consumers' attention, but also to stand out in the fierce competition. However, information is common, but concepts are not, so packaging a good concept is not an easy task.

I think that to package a new and exciting concept, we first need to deeply understand the demand gap of the concept, and then flexibly apply various packaging methods. This article will deeply analyze the key points and strategies of concept packaging from a marketing perspective for communication.

1. Understanding the gap in the concept

Before packaging a good concept, we need to deeply understand the demand gap of the concept, that is, the needs and expectations of consumers for a certain concept. Only by accurately grasping the psychology and behavior of consumers can we match the concept with the needs of consumers and arouse resonance and attraction.

1. Social trends and changes

Observe the current social trends and changes in communication contexts, and don't let the concept context be misplaced. > Only by grasping consumers' desire and pursuit of emerging concepts can you take the lead in the trend. This requires understanding the subcultures and sub-cultures of young people, especially mastering their communication habits and logic, so that you can speak the insider's language to the insiders.

2. Psychological and emotional needs

Deeply understand the psychological and emotional needs of consumers. As the saying goes, "sweeter than first love, cooler than ex-boyfriend", good concepts will enter their hearts. Dig out the emotional resonance points of consumers, touch their emotions, let them take off their armor and be irresistible, so that the concept can be packaged to be more attractive and resonant.

3. Exploration of application scenarios

The scene is where the concept works, so the grasp of the scene is also the key to developing the concept. Whether your concept is used for advertising, product packaging, or for leaders to speak on important occasions, the direction of concept packaging is different for different scenes. To understand the demand gap of the concept, in a nutshell, is to figure out who to communicate to and where to communicate. This is what you need to think about and understand clearly before developing the concept.

2. How to create a concept alive

In order to package a good concept, after figuring out the demand gap, you can start to think. There may be many ideas, but here are a few commonly used ideas for reference:

1. English abbreviation method

Through concise and powerful English abbreviations, you can express the concept more accurately and concisely, so that people can remember your concept at a glance. This method can be a creative transformation or abbreviation of the original word, or it can be a combination of the first letters of multiple words. Common combinations include NEW, NEXT, etc. Each letter N, E, W represents a concept or product strength. It should be noted that you should not let your concept become a tongue-twisting stumbling block. The best English transformation or combination is a commonly used word, so that the concept can smoothly slide through the hearts of consumers.

2. Digital formula method

Use the combination of numbers and formulas to make the concept expression more concise and clear. After all, we are now in the era of fast food. Numbers and formulas are not only intuitive and concise, but the key is that formulas have a consensus in people's minds and can quickly convey the core information of the concept. The formula method is good because the formula not only expresses the elements, but also shows a certain relationship between the elements. Therefore, in order to make the information you want to spread more meaningful and interpretable, the formula method is a good choice.

3. Symbol code method

Symbols and codes are intuitive and symbolic, and can quickly convey the core value of a concept. Using unique symbols to package a concept is the most intuitive way to attach value, because symbols are deeply rooted in people's hearts and have rich connotations. Using symbols can quickly convey your demands. Codes are similar to symbols, but they have more room for development. Codes are generally used for internal R&D plans or new product development, which not only unify project names but also give people a sense of power.

4. Analogy and comparison

Analogy and contrast are also common ideas for developing concepts, because the core of a concept is to be novel and unique, and to make people understand it at a glance, or even applaud it, so contrast and analogy are good methods. In the process of packaging a good concept, we should not only pay attention to the external packaging form, but more importantly, convey the core value and meaning of the concept and establish emotional resonance and connection with consumers.

Only by truly understanding consumers and creating valuable concept packaging can we succeed in the market. Let us use insight and innovation as weapons to create more eye-catching concept packaging cases and bring more surprises and creativity to the market.

Packaging a good concept is not just about making it look pretty, but more importantly, it is about conveying the core value and meaning of the concept so that it can resonate with consumers.

Therefore, to truly package a good concept, we need to think from the perspective of consumers, open our minds and let go of constraints, use insight and innovation as weapons, and use our brains to package more eye-catching concepts!

Author: Little Monk Kunkun

Source: WeChat public account "Marketing Zen Institute (ID: mandcx)"