Some details
Writing by Design had the opportunity to work with a global transportation brand on some new product concepts. While the client already had a great start on them, they found that bringing the concepts to the Writing by Design ",pit crew", to tune them up was a smart move to help speed up their product',s race to the finish line.
Keeping ideas in their own lanes along the way
If you',ve ever worked
on a new product concept project, you know how easy it can be to start zigging and zagging between the lanes. Features and benefits start to overlap between concepts and before you know it, there are no clear lines between the cars in the race. Our client saw that this was happening, too, so we brought the concepts into our pit stop and brought our proprietary concept writing tools to the rescue. In no time, we were able to clearly see where the overlap was happening and isolate them in their own lanes for qualitative research.Several winners emerged in this race
With perfectly-tuned cars–I mean concepts–in the race now, it didn',t take long for our backroom spectators to identify which concepts were winners and which were losers. It was easy to see which of them had the engine power now to win in the market–while staying in their own lane along the way! We waved an imaginary checkered flag as the research ended and we declared a victory on concept writing once again (well, not really, but maybe we should have!).