Concepts

Concepts pinpoint the direction of your brand’s messaging for a set of batches. Each batch belonging to a concept uses the concept’s positioning elements in AI generations.

Understanding Concepts

A concept ties together several positioning elements to create a targeted creative direction:

• Offer: The product or service being promoted
• Persona: The target audience segment for this concept
• Core Emotion: The primary emotional driver to leverage
• Problem: The specific pain point being addressed
• Sophistication Stage: The market’s familiarity with solutions
• Awareness State: The audience’s current awareness level
• Trigger Event: Optional contextual event that makes the messaging timely

Managing Concepts

Creating a Concept

Concepts are created within a cycle. To create a new concept:

1. Navigate to a cycle and click the “Create” button
2. Select “New Concept” from the options
3. Follow the multi-step creation wizard

Step 1: Select Offer

Choose the offer to use for this concept.

Step 2: Select Persona

Choose the target persona for this concept from your existing personas.

Step 3: Select Core Emotion

Select the primary emotional driver from the emotions associated with your chosen persona. Core emotions help guide the tone and appeal of your messaging.

Step 4: Select Problem

Choose the problem or pain point this concept will address. Problems are filtered based on the selected persona.

Step 5: Select Sophistication Stage

Define the market sophistication level:

• Stage 1: New market, simple claims work
• Stage 2: Competition emerging, need to expand claims
• Stage 3: Crowded market, need unique mechanisms
• Stage 4: Saturated market, need proof and specificity
• Stage 5: Highly skeptical market, need identification-based messaging

Step 6: Select Awareness State

Choose the audience’s awareness level, categorized into:

Problem States:

• Unaware
• Problem Aware
• Solution Aware

Solution States:

• Product Aware
• Most Aware

Step 7: Select Trigger Event (Optional)

Optionally select a trigger event that provides context or urgency for the messaging.

Step 8: Enter Details For the Batch

• Provide a descriptive name for the concept.
• Select Media Format (Video or Static)
• Assign the team members responsible for that batch.
• Click “Create” to save the concept

Viewing a Concept

Click on any concept card to open its detail page. The concept page displays:

• The concept’s positioning
• All batches created under this concept

Updating a Concept

From the concept page, you can:

• Rename the concept by clicking on the object name.
• Update the positioning elements used in the concept

Deleting a Concept

To delete a concept:

1. Open the concept detail page
2. Click the “Delete” button in the top right corner
3. Confirm the deletion in the dialog

Viewing Batches

All batches under a concept are displayed in the batch list, showing:

• Batch status and progress
• Assigned team members
• Media format type

Click on any batch card to navigate to the batch detail page.