It has long been insufficient to develop as many concepts and measures as quickly as possible. There are long-term measures that build on each other and are adapted to the communication objectives as well as the reputation of brands and products, and which specifically address their target groups. It is never worth copying previous concepts over and over again, because there is no ready-made concept. A good concept is not a mass-produced piece of clothing, but a tailored garment that is customized for each communication task, or which at least must be adapted to fit new conditions.
There is a rough pattern, consisting of analysis, strategy, action and control: a concept is created step-by-step, such as a garment.
Each piece, whether front or rear, sleeve or body, needs to be prepared accurately and carefully matched to the overall design to create a whole suit.
