From the course: Developing Ideas and Advertising Concepts
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What is a concept plan overview?
From the course: Developing Ideas and Advertising Concepts
What is a concept plan overview?
With an extensive knowledge of our client, we'll now target several concept building strategies designed to foster a wide range of conceptual solutions. These are processes that can be utilized together or pulled apart and used separately. The first strategy begins with establishing our early concept foundations by identifying core values for our project. We'll examine how storytelling and viewing through the eyes of a consumer can help us see our client's product or service from a very unique perspective. With our core values in hand, we'll run the material through a free-association process. Where we expand on our core values. This strategy will help us identify related subject matter which can lead to building even more concept foundations for our project. Once we've begun identifying the rough concept ideas, we'll note sketch various components and look at alternative solutions. This stage is all about making quick iterations and setting the stage for all the possibilities. Then…
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