Customer Reviews

Concepting: Creating Successful Brands in a Communications-oriented Era

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Marketing executives will marvel at the simplicity of concepting and the logical path it takes. Jan Rijenkberg has not only developed a streamlined approach to brand development but has clearly articulated a method for developing new brands worthy of entry into any market type. - This is a must read for any communications oriented executive.

Two approaches can be defined to reach your markets beyond the traditional marketing concepts. Number one is to learn to know your customer better than he/she knows him/herself and to build measurable relationships using databases. Number two is to build concepts stronger than traditional brands. This book offers a straight and simple formula to the second approach. Based on essential understanding of human values, it offers an entrance to the human brain and its preferences. "Concepting" reminds me of Ries and Trout's classical work "Positioning". A great compliment.

Rijkenberg's theory of 'Concepting' is a cutting-edge approach, which reveals a deep understanding of today's cynical consumer who can no longer be defined by traditional marketing methods. It is indeed a comprehensive and inspiring piece and should be considered as an important tool for marketers of the 21st century.

Rijkenberg's theory of 'Concepting' is a cutting-edge approach, which reveals a deep understanding of today's cynical consumer who can no longer be defined by traditional marketing methods. It is indeed a comprehensive and inspiring piece and should be considered as an important tool for marketers of the 21st century.

This is by far the best marketing book I have ever read; Rijkenberg's view is not just very interesting it is successful too, I apply the concepting theory in almost every project at work. Easy to read and with good and practical examples you don't need to be an expert to apply his ideas, I even use it as a "must" in College classes for all my students.

A nice "reader-friendly" book : clear, concise and to the point. Unlike many books in its category, it's not overcrowded with marketing jargon or unnecessary fluff. Concepting takes a brief look at the evolution of marketing and offers readers a fresh approach to branding and brand communication. Based on a few examples (some of the most innovative companies of the past decade), this book points towards the present and future of successful marketing. What makes this book interesting and insightful is that it's a clear break from traditional thinking. Inspiring and enjoyable!

As a marketeer i got quite frustrated over the past years about many aspects of our traditional approach. This concepting philosophy opens up a lot of rusty doors and could be the cure for consumer numbness.

This book examines the end of traditional marketing (the 4Ps) and offers proven new strategies for business growth ('marketing the other way around'). The arguments are infallible for developed markets, and they are based on an insightful understanding of human behaviour, particularly into the manufacturing side of the value chain. It is written with passion and in an accessible and extremely commonsense manner. Read this one and put it into practice.

why are these ideas not practised by mr R in his own agency? from what i can see they seem to focus on doing work for tobacco companies that no other agency (with any ethics or creative ambition) would touch??