Join Craig Smallish for an in-depth discussion in this video Experimenting with your ideas, part of Developing Ideas and Advertising Concepts.
As exciting as it is, to see the range of concepts we're developing by looking for…core values building free associations and sifting through…surplus material there's still more to be discovered.…By considered thematic variations of our existing…ideas, we may find interesting alternatives or.…Better solutions altogether.…Take for instance the project we're working…on for the Kinetico mini solar panel.…We have our deserted island scenario coming together that's…a castaway guy who's finally found his paradise because he…has his very own mini power grid and he's using…that opportunity to finally get away from the rat race.…
But, if we take that same basic concept, then, tweak it this way or that, how am I…to play out, simply changing out the setting, background…senery or character profile can change our concept considerably…(NOISE).…So, what if our character never made landfall after his ship went down?…What if he was adrift in a well-supplied life raft, with his handy solar panels.…
He might wave off potential rescuers, because…
Author
Released
8/16/2013- What is concepting?
- Working with clients
- Doing your research
- Determining the core values of a product or service
- Using free association
- Building the written descriptives
- Using search engines to fuel ideas
- Flipping your ideas 180 degrees
- Creating a rough sketch
- Defining the refined sketch
Skill Level Appropriate for all
Duration
Views
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Introduction
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Welcome1m 8s
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What is concepting?2m 4s
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1. The Client
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Working with clients4m 14s
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2. Challenges Around Every Corner
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Doing your research2m 22s
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3. Establishing Core Values and Seed Phrases
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Determining core values3m 43s
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4. The Free-Association Process: Finding the Raw Ingredients
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Starting with seed phrases2m 55s
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5. A Concept is Born!
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Honing your ideas4m 20s
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6. One Great Concept Deserves Another
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The rough concept retrospect2m 12s
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7. The Rough Sketch
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Defining the rough sketch4m 34s
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Visually defining your ideas2m 56s
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The strength of iteration2m 17s
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8. 180-Degree Thinking: Does Your Concept Have an Evil Twin?
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What is 180-degree thinking?2m 46s
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Demonstrating the approach2m 29s
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9. The Revised Sketch: How to Make Your Great Concept Even Better
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Defining the revised sketch3m 25s
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Demonstrating the approach3m 46s
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10. The Refined Sketch: Tweak, Tweak, Tweak
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Defining the refined sketch2m 23s
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11. The Final Selection: And the Winner Is...
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Video: Experimenting with your ideas