Concept Code

Conceptual thinking is a way of thinking with which you add a vision to a product, service or organisation. In order to attract and bind your consumer, your concept becomes vital for your success. Content is key, as this determines the coherence of the concept. Consumers want to experience the story in every touch point of the concept and thus being fed again and again. The producer must meet the emotional and functional need of the consumer as well.

So, besides to 'think conceptually' it is also important to 'do conceptually'; a concept must be executable (doable). 'Code of Concept' guides you through every stage of bringing life to an idea in order to become a fully matured concept. This book is the English edition of Concept Denken, published by BIS Publishers, and is sold more then 4000 copies. Because of its success in this small country we are convinced of a international succes.

About the Author

Sanne has been a teacher in higher professional education for 10 years within the field of expertise of Imagineering, visuals and concept development. She is also an entrepreneur with a concept of her own, combining knowledge and first-hand experience into her teaching and writing.

Gaby Crucq works as a Lecturer Concept Development at the Fontys Academy for Creative Industries in Tilburg, The Netherlands. After graduating in Leisure Management, she immersed herself in the field of creativity and concept development. At this moment Gaby is studying at EURIB/ European Institute for Brand management. The EURIB master program is an independent knowledge institute in the area of brand, design and reputation management.

In these three disciplines EURIB focuses on education, research and consultancy. Within this field of expertise, Gaby s strongpoints are her analytic skills. Through seminars and workshops, Gaby lets people experience that everyone is able to think in concepts."