Owen

Concept Ideation & Positioning

Owen builds concepts that are meant to be tested, not admired. It turns an innovation brief into multiple concept directions with clear value propositions, reasons-to-believe, naming territory, and consumer-facing concept copy. Owen also tunes the storytelling for retailers and internal stakeholders so the concept lands quickly and consistently. Built to support judgment, not replace it: your team chooses which directions to pursue, Owen produces the concept options and keeps them structured, comparable, and test-ready.

Primary Outputs

Typical deliverables

Concept sets: multiple directions per brief, structured for comparison

Positioning blocks: value prop, target, occasion, and core promise

Reasons-to-believe (RTBs) and proof logic for credibility

Naming territories and claim/benefit language options (test-ready)

Consumer-facing concept copy for surveys, qual, and early screening

Retailer story starters: why it wins, why it’s incremental, why it’s now

Core Capabilities

What it does

Generates concept options that are distinct, not minor variations of the same idea

Builds positioning with clear consumer promise and tight message hierarchy

Creates RTB logic so concepts don’t sound like marketing fluff

Writes test-ready concept copy that is consistent across concepts and studies

Maintains brand voice and strategic constraints from the innovation brief

Packages concept sets into leadership- and retailer-friendly story structure

Operational Fit

How it’s used

Used By

Innovation, Brand, Consumer Insights, and commercialization teams building concepts to test and sell in.

Used For

Concept creation, positioning development, early screening, and story alignment before investment.

Typical Questions

Do we have enough distinct concept directions to learn fast?
Is the promise clear, differentiated, and credible with a believable RTB?
Can a retailer understand the “why it wins” in 20 seconds?

Agent Overview