C

is for Concepting

KEEP IT SIMPLE

Strong Concepts are easily understood and easily communicated.

GLOSSARY

CTE

Creative Tension Engine. This is a state of a concept when it is more aspirational and less regulated. His goal is to pursue a future state, to move, ignite, to bring people together towards same ideas, to bring emergence and the start for new ideas to become.
This kind of concept has a much wider scope and aims to bring a vision to go for.

R&D

Rip and Deploy. Is a concept used for adapting things to a new state so it fits to some new use.

ABSTRACT

The nature of a concept. If a concept has a more abstract meaning, it will elevate the ideas to an approach that applies for everything that is done around it. Is opposed to detailing and giving much framing. It is open and can be an umbrella containing several meanings. This is an inspirational and aspirational value. The more abstract a concept is, the more generative it becomes.

HIGH CONCEPT

Is a more framed Concept than CTE. They are abstract and have an easy relation to almost everything. Still Abstract in essence, but giving a better clue for people to follow, this leads to have a stronger understand of working principles for every stakeholder.

SCALE

It determines the characteristics of the concept, measures it in the amount of detail the concept has or either if it is a more abstract one. In this meaning it gives us some light about if the concept is leaning into the area of -copiable- or into the other side that is -payable-.

COPIABLE

Is the nature of a concept that can be replicated in many ways. It is located in the area in between a concept with much detail and a concept that is abstract. An idea that can be copied and useful in many other circumstances or scenarios.

The world is in motion

“Motion is a constant process, the result of different kinds of interactions between motions, which may, or may not, take shape: Shapes that are not amassed and hence destined to becoming stagnant. Shapes that are transient and free. Shapes that keep changing because they are not exclusive.

Motion is thus a constant and integral part of our existence in which each event and action creates and influences the whole. Sometimes something new is created; at one time, together with that which already exist, at another time, independently of that which exists. And all little creations find their way, and together form new combinations that lead to the next transient combination of motion.”

Inspirational Video – Assignment for class.

Dove is a great example of a High Concept developed in a level that impacts the stereotypes and ads value to the brand.

Value Fit:

Customers vs Organization

Before forcing a concept it is extremely important to prototype and prove it, then gain some feedback, and consider all the aspects into the balance of the value fit, between what the customer is expecting from the brand vs what the brand is delivering. Also linked to the connection to the values of the brand, always taking into consideration if the concept really strands in the values and principles of the brand.

C