Ashley Soltis - Chapter 5 Reading Response

Chapter 5 centralizes itself around the notion of a concept or large brand idea that will be successful for a presumed longer duration of time. The chapter prompts one to consider the questions: what, who, when, why, where, and how in order to stimulate speculation and discussion over conceptualizing ideas, rather than diving into development where aspects may need to be re-worked. The chapter also touched on project processes and their 6 phases, which include: overview, strategy, ideas, design, production, and implementation which then tie into the 4 steps to generating a concept: preparation, incubation, illumination, and verification. The "I Feel Like a Fish with No Water" advertisement describing the sensations of asthma particularly appealed to me, and I noticed that similar ads have been created by organizations seeking to appeal to cigarette smokers to point out the effects of second-hand smoke on children and infants, such as the ones below: