Concept Code: How to Create Meaningful Concepts Paperback - 2016

From the rear cover

In recent years, the creative industry has become increasingly important due to stormy developments in information and communication technology. The creative industry has also proven to be a trendsetter for other sectors. The development, production, and implementation of meaning and the creation of or contribution to experiences are at the heart of the creative industry. Concept thinking plays an important role in the creative industry, as it ensures that innovation-focused thinking is becoming more sustainable. In addition to their previous book Concept Thinking, this book mainly focuses on 'concept action' the execution of the concept. That makes Concept Code interesting for anyone who wants to develop a concept that stands out and generates symbolic value for a brand or organisation from start to finish. This book was written by two lecturers at the Fontys Academy for Creative Industries in Tilburg, the Netherlands, and is suitable for multiple audiences. Its most important intended audience is that of students of subjects within the creative industry. Concept Code is not strictly reserved for students of communication and/or creative studies, but also suitable for more eco nomics-oriented studies. The unique thing about the Concept Code is that it introduces the reader to the world of concepts and their creation in an accessible, inspiring and activating manner and with an international perspective. It challenges the readers to get started on developing concepts with the use of the method, developed by the authors, in which all parts of a concept need to fit: one plus one needs to equal at least three, and preferably more.