In celebration of Juneteenth, ITG president and Facilitator, Beth Storz, sat down with the founder of the Not Just a Smile organization to discuss more about the impacts their movement.

Avoid these common mistakes in concept development.

Once you've got great consumer insights, what do you do with them? See how to make the most out of consumer insights to drive effective innovation and marketing.

The goal of positioning is to stake a claim in the customer’s heart and mind. And, since you can’t be everything to everybody, this challenge is best met by exploring, prioritizing, developing, and testing a range of concepts that focus on three integrated key components: The Premise, The Promise, and The Proof.

Getting a passing concept through Nielsen’s BASES testing can be a challenge. Learn how to successfully beat the BASES beast during the market research phase.

When it comes to concept writing, the right insight makes all the difference. Learn more about the art of writing good consumer insights, and how they can take your concept to the next level.

Writing concepts can be difficult, requiring the right elements, formula and language. So what’s the best practice when it comes to concept writing?

Concept writing is both formulaic AND an art form—but finding the right balance between the two can be difficult. Here's the art and science of concept writing.