2017
CO4 – Concept Creation
SUMMARY LECTURES + REVIEW SESSION NOTES
DYLAN BOET
,Table of contents
Lecture 1 3
Lecture 2 6
Lecture 3 11
Lecture 4 14
Lecture 5 16
Lecture 6 (Sara Pieters – Red Zezel) 18
2
, NOTE: This summary contains notes made during the CO4 exam Review, furthermore, it’s
important to watch the videos, and read the articles on N@tschool.
Lecture 1
It’s time to think content!
Why?
Economy: people and businesses are re-evaluating priorities
o And so do consumers…
Consumers commercially savvy
Standing out is hard, creating loyalty even harder
It is all about adding value for your customer.
Maslow’s Pyramid
Extra: https://www.youtube.com/watch?v=O-4ithG_07Q
3 ways to start a restaurant:
Do as you would like it yourself
o Small chance to success
Research what other people like
o Chance to success will grow
A concept developer would ask:
Why do people go to a restaurant?
o To be seen
o To have a good time
o To be entertained
It’s not just the brand, it’s the experience of the story.
Experience has two meanings
The staged happening itself that causes emotion
o Theme parcs
o Themed restaurants, hotels, shops etcetera
o Flagship stores
3
CO4 – Concept Creation
SUMMARY LECTURES + REVIEW SESSION NOTES
DYLAN BOET
,Table of contents
Lecture 1 3
Lecture 2 6
Lecture 3 11
Lecture 4 14
Lecture 5 16
Lecture 6 (Sara Pieters – Red Zezel) 18
2
, NOTE: This summary contains notes made during the CO4 exam Review, furthermore, it’s
important to watch the videos, and read the articles on N@tschool.
Lecture 1
It’s time to think content!
Why?
Economy: people and businesses are re-evaluating priorities
o And so do consumers…
Consumers commercially savvy
Standing out is hard, creating loyalty even harder
It is all about adding value for your customer.
Maslow’s Pyramid
Extra: https://www.youtube.com/watch?v=O-4ithG_07Q
3 ways to start a restaurant:
Do as you would like it yourself
o Small chance to success
Research what other people like
o Chance to success will grow
A concept developer would ask:
Why do people go to a restaurant?
o To be seen
o To have a good time
o To be entertained
It’s not just the brand, it’s the experience of the story.
Experience has two meanings
The staged happening itself that causes emotion
o Theme parcs
o Themed restaurants, hotels, shops etcetera
o Flagship stores
3
