Like other industries, marketing professionals have their own jargon – words and expressions that are not directly self-explanatory. Some of them matter more than others.
Like other industries, marketing professionals have their own jargon – words and expressions that are not directly self-explanatory. Some of them matter more than others.
Advertising, offers and campaigns usually have an immediate, but unfortunately short-lived, effect. Even when activity is high, there is often too much spread and variation to develop the company’s identity or brand.
A communication concept is a variant of what used to be called a «lasting impression» – that is, what the target audience takes away in addition to the offer. When all ads and campaigns are based on the communication concept, you will over time build the company’s reputation or brand.
If you want to explore this further, you are welcome to use our working method, which you will find on our main pages. The communication concept is covered under step 3 of the method, provided you have answered steps 1 and 2 first.
Here is a practical demonstration from our sister company Kantefølflak AS.
Most Norwegians enjoy the outdoors, hiking in particular. There is a popular and typically Norwegian status in buying a product that places you in the “fjellfolk” (mountain people) category.
Using the Norgesglass jar for packaging is an idea; the traditional jar itself evokes associations with hikes and local food, maybe even fond childhood memories. In this example we show that the idea builds on the concept, reinforcing Kantefølflak’s desired position.
Kantefølflak was also “invented” in Hol in Hallingdal – probably Norway’s highest-altitude chips producer. The concept “Chips for Fjellfolk”, underlined by the packaging design, makes the product stand out clearly from its competitors on the shelf.
The 2024 packs invite the audience to engage with the product by sharing their hiking experiences and memories. The QR code opens a customer journey where the consumer’s own mountain photos contribute to the goal of Kantefølflak conquering every mountain and summit in Norway – and a few abroad.
One of our customers, Frank Løke, was among the first to embrace the idea of bringing Kantefølflak on a mountain hike. Here he and Kristin Harilia enjoy Chips for Fjellfolk on K2 (8,611 metres above sea level) in the summer of 2022.
When little Kantefølflak from Hol in Hallingdal managed to build a golden concept on a budget close to zero, anyone can!
Good luck!
