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Concept marketing focuses on establishing a brand identity as a cultural or social reference point, allowing marketers to focus less on specific products. The goal is to associate a simple idea with the brand in people’s minds, allowing companies to walk away from weaker product lines. This type of marketing is typically only done by large companies due to the cost of advertising across multiple platforms.
Concept marketing is an advertising concept where the focus shifts from a specific product to a brand identity. By establishing the brand as a cultural or social reference point, marketers need to focus less on specific products; essentially, everything associated with the brand is seen in the same light. For example, you can focus on a specific color or shape to associate it with a brand. Subsequently, whenever people see that image, they think of the brand, even if the actual image is unrelated.
The main goal of conceptual marketing is the decomposition of a corporate identity into one very simple idea. From then on, marketers work to associate the two concepts in people’s minds. By associating these things with people’s minds, it is possible to walk away from all but the weakest product lines.
The associations used in concept marketing are heavily based on who the concept is. A company that sells small technology products can choose a “fun” or “young” concept. From then on, advertising focuses on reinforcing that idea. The product itself could actually go from a series of non-descript devices to one that uses the modern aesthetic sense to appear consistently advanced. In this case, the ad would also try to make comparisons with its competition, generally showing them as “old” or “uninteresting”.
In the case of a business that sells items heavily based on product line or branding, such as a home improvement store, the idea works a little differently. In this case, people will know the kinds of things they can buy from the store; they just need constant strengthening of that store’s existence. This type of concept marketing will often focus on a basic, yet still recognizable shape or color. This allows the company to get unintentional advertising every time a consumer sees the associated image.
In most cases, concept marketing is only done by the largest of companies. The types of all-encompassing advertising needed to create the association go well beyond small and medium-sized businesses. This cost covers placing a large number of different, non-repetitive advertisements in television, radio, print sources and billboards. Essentially, anywhere a person might see an ad, there’s a chance they’ll see one. By bombarding people with associative images, conceptual marketing creates unconscious connections without the consumer even being aware.
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