The unique way a brand is delivered to customers through its Strategy, along with realization of its Mission & Vision, forms the basis for exceptional Culture & Values. Selection the facets of Differentiation, Market Niche, and Reason to Believe contribute to exceptional Market Positioning. The Concept Design / ACADEMY / is comprised of powerful critical thinking and marketing toolkits, along with the shared knowledge only available from a one of the most dynamic communities of international creative & business professionals. Curated / Hosted / Directed by Ed Thompson & Produced by Concept Design I/O in Japan / APAC. Active Worldwide.

1. Content and toolkits covering critical thinking,
strategic planning, branding, communications,
human resources & organizational development.
academy.conceptdesign.io
Concept Design / ACADEMY /
Curated / Hosted / Directed by Ed Thompson

2. Market Positioning
The unique way a brand is delivered to
customers through its Strategy, along with
realization of its Mission & Vision, forms the
basis for exceptional Culture & Values.
That is done using 3 components for conceptual
development:
Differentiation
Specific aspects, benefits and features of the product, service or
organization that set it apart in its market category.
Market Niche
The combination of specific segments of customers and
problems that you seek to solve with your offering.
Reason To Believe
The story of your brand that delivers a compelling rational
setting it apart from the competition.
This process allows the following format to be used to
create a Positioning Statement:
Our [ product/service/organization ] is the only in this
[ market category ] that [ delivered points of differentiation ]
because [ reasons to believe ].
Copyright © Ed Thompson | Marketing Consultant / Founder | Concept Design: Strategic Market Planning
Market Positioning | Concept Design / Academy / https://academy.conceptdesign.io/posts/market-positioning
Concept Design / ACADEMY /

3. Market Positioning
Copyright © Ed Thompson | Marketing Consultant / Founder | Concept Design: Strategic Market Planning
Market Positioning | Concept Design / Academy / https://academy.conceptdesign.io/posts/market-positioning
Concept Design / ACADEMY /
Brand: Category:
Differentiation
Specific aspects, benefits and features of
the product, service or organization that
set it apart in its market category.
Market Niche
The combination of specific segments of
customers and problems that you seek to solve
with your offering.
Reason To Believe
The story of your brand that delivers a
compelling rational setting it apart from the
competition.
Positioning Statement
Our [ __________________________________ ] is the only in this [ __________________________________ ] that
[ __________________________________ ] because [ __________________________________ ] .

4. Market Positioning
Copyright © Ed Thompson | Marketing Consultant / Founder | Concept Design: Strategic Market Planning
Market Positioning | Concept Design / Academy / https://academy.conceptdesign.io/posts/market-positioning
Concept Design / ACADEMY /
Brand: Category:
Differentiation
Specific aspects, benefits and features of
the product, service or organization that
set it apart in its market category.
Market Niche
The combination of specific segments of
customers and problems that you seek to solve
with your offering.
Reason To Believe
The story of your brand that delivers a
compelling rational setting it apart from the
competition.
Positioning Statement
Our [ __________________________________ ] is the only in this [ __________________________________ ] that
[ __________________________________ ] because [ __________________________________ ] .

5. Custom programs to elevate the performance
of agency teams, marketing divisions and
business leaders.
Concept Design / COACHING /
Professional Development with Ed Thompson

6. Coaching Sessions Overview Concept Design / COACHING /
Concept Design / COACHING / https://conceptdesign.io/coaching
Our coaching programs strengthen alignment
amongst staff for common skillsets covering
communication, presentation and solutions
development.
Creative Thinking
Create stronger team interaction for specific skill-sets through guided
exercises.
Brand Activation
Strengthen capabilities of marketing teams and their advertising and
promotional campaigns.
Strategic Planning
Increase the caliber of decision-making by teams to maximize
performance.
Organizational Excellence
Alignment / Development of a unified company culture centered on a
shared vision for the future.
Executive Leadership
Reinforce the strengths necessary to sustain your development as
a Results Driver.
The specific content for these paths are highly
customizable based on specific needs and
requirements.
All participants in coaching programs gain ongoing access to the Concept Design / ACADEMY /

7. Join Our Community
Gain access to a powerful resource for knowledge to support your career goals and business objectives.
academy.conceptdesign.io
Copyright © Ed Thompson | Marketing Consultant / Founder | Concept Design: Strategic Market Planning
Concept Design / ACADEMY / https://academy.conceptdesign.io
Concept Design / ACADEMY /

8. Join Our Community
All coaching programs participants gain a powerful resource for knowledge to support career goals and business objectives.
academy.conceptdesign.io
Copyright © Ed Thompson | Marketing Consultant / Founder | Concept Design: Strategic Market Planning
Concept Design / ACADEMY / https://academy.conceptdesign.io
Concept Design / ACADEMY /

9. Ed Thompson, Curator / Host / Director
About Me
The Concept Design Academy is based on the numerous seminars and workshops I have delivered across decades at corporations throughout Greater APAC. These
programs have improved the efficiency of sales and marketing initiatives, along with aligning the performance of their management, employees and partners.
As a marketing consultant with advanced fluency in Japanese and 20+ years in the country, I continue to provide multinationals in the region with strategic advice
covering disciplines of public relations, market planning, business development, and influencer marketing.
Start Your Journey
You are about to gain access to a powerful resource for knowledge that will support your career goals and business objectives across a variety of disciplines.
Our content and toolkits cover critical thinking, strategic planning, branding, communications, human resources and organizational development.
The transformational frameworks you will encounter here are derived from extensive experience directing advertising campaigns, marketing promotions and digital
media initiatives across numerous industries. These include fast-moving consumer goods, fashion and lifestyle, beverages and liquor, music & entertainment, talent &
recruitment, and travel & tourism.
A Big Thanks
In addition, our international membership of business professionals continuously adds to our global body of knowledge to meet the demands we all face in a quickly
changing world.
Brand Experience
adidas, Nike, All Nippon Airways (ANA), United Airlines, Boots Cosmetics UK, Downy, Guerlain Paris, SK-II, Cadillac, Chevrolet, CitiBank, DrKW, Gillette, Schick, Crystal Head Vodka, IW
Harper, Johnnie Walker, Usquaebach Whisky, Saijo Sake, Imperial Tobacco, Mobil 1, Tiffany & Co., Hitachi, Microsoft, Ocean Park Hong Kong, Vogue Japan
Agency Experience
Hakuhodo • McCann-Erickson • Wieden & Kennedy • Beacon Communications • Ogilvy & Mather • Wunderman • NTT Advertising • Desgrippes Gobé (d/g*) • Bates Asia • J. Walter Thompson
• Weber Shandwick
Academic Instruction / Continuing Education
Temple University Japan / United International Business Schools (Tokyo Campus) / New York University (Tokyo Campus) / Nikkei Business School (⽇経ビジネススクール)
Copyright © Ed Thompson | Marketing Consultant / Founder | Concept Design: Strategic Market Planning
Concept Design / ACADEMY / https://academy.conceptdesign.io
Concept Design / ACADEMY /

10. Marketing Strategy / Campaign Planning / Process Frameworks
Concept Design is a creative consultancy — covering branding, public relations, media management, and event
production — directed by Ed Thompson, Marketing Consultant / Founder. We deliver high-level execution from
planning to implementation on all communications and strategic business programs for global multinationals across
Japan & APAC.
Our ability to integrate design, marketing, technology and media communications elevates the reach and impact of
our client initiatives. We provide brand activation and channel engagement through these custom programs for
innovative brands seeking to fully maximize their promotional impact, lead generation and loyalty campaigns.
Staff training, team building, executive coaching and organizational development are also a part of our core
consulting focus, to assist businesses in improving their overall effectiveness.
www.conceptdesign.io
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SEMINARS / WORKSHOPS
CONTENT MARKETING
BRAND ACTIVATION PUBLIC RELATIONS

11. Available for Mobile & Tablets
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Copyright © Ed Thompson | Marketing Consultant / Founder | Concept Design: Strategic Market Planning
Concept Design / ACADEMY / https://academy.conceptdesign.io
Concept Design / ACADEMY /