Summary Concept Creation CO4 Lectures & Review

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




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, 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



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